Web analytics journey
October 24th, 2006
For those following the “Eric” vs. “Matt” discussion coming out of Eric’s Presentation The Web Analytics Business Process at the eMetrics Summitt, Rene at has posted an interesting and balanced approach he calls the Web Analytics Journey Index (WAJ) which is calculated as:
W x (C x (D+S)) x P = WAJ Index
His approach, Quick Wins x (Curiosity x (Discussion + Sharing)) x Processes works really well and captures a lot of great ideas. It can also serve as a thermometer for your analytics efforts.
The challenge in moving forward the Web Analytics Business Process (WABP) is, in my opinion, the capacity and desire of organizations to move in this direction and the ability of groups within these organizations to get this on the radar. Moving web analytics into our organization has been helped by the quick wins, so I was glad to see these included. But long-term it is not sustainable. Consultants are just too expensive and the wins over time diminish.
In my not so perfect world, we’re still missing people portion noted in Eric’s presentation sub-title (How to Drive Web Analytics ROI with the Tools and People You Already Have). Demonstrating some quick wins with external resources has helped but moving forward has also meant stepping up the plate and becoming a better analyst and shifting my time towards that role from competing priorities.
Using Rene’s model, we score 18 out of 1250 and clearly have a long way to go. I’m not surprised.
2 x (3 x (2+1)) x 1 = 18
- Got some quick wins = 2
- Have a ton of curiosity (the learning curve has accelerated greatly) but I lack the clever people we need = 3
- Trying to move the discussion and sharing part along but it needs more work. Running into roadblocks of time and resources, competing initiatives, etc. = 2 for discussion, 1 for sharing.
- Our processes still need work. I’m going as fast as I can but need to look for ways to move faster = 1
Where are you at in your Web Analytics Journey?
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