Last night was “Web Analytics Wednesday” on Monday in Montreal. This was only the second time in a year I could attend, because I am always out of town when the vent is held here. I was amazed by the number of people; six years ago, when I started to build a formally packaged suite of services in Web Analytics, I could barely get five people to listen to me. Kudo to StÃ©phane Hamel for taking the time from his very busy schedule to take care of organizing it!
I talked to people I didn’t know and several I did. My question was to same to everybody: “So? How impactful is your Web Analytics installation (meaning tools and reports) on your online marketing activities?”. Guess what: everybody told me “Not much”. Not much!
And here’s the real biggest pain of Web Analytics:
Not tool, oh no, but usage. You probably remember my rant a few months ago. Well, I believe adoption is still the biggest problem with Web Analytics. We have been focusing too much on tools and not enough on construction. Organizations are in dire need of figuring out how to really integrate analytics into their Web management processes.
This brings me back to the fundamentals of this blog: when I first started Analytics Notes, I was particularly interested in how analytics would impact online marketing culture. I’m not pessimistic; I know we are having more and more influence on what gets done. However, I too often see the same situation: many organizations don’t know what to do with the reports of the tool they finally implemented correctly.
C’mon! time to change how you see your online business. Go find a new opportunity today!