The question is what to do with all of the information that can come from a website. Many organizations simply ignore it. They put up a website and feel that their job is done. They are ignorant as to what they could learn from web analytics. In other cases they are too busy to focus on web analytics or perhaps they don’t want to allocate the resources necessary to analyze. A few organizations understand the value that can come from true web analytics. These organizations approach web analytics as a key factor for decision making and it drives their success.
How do you get a great website? Great developers and designers are essential but without digital analytics it will be unlikely that you will hit a home run. Organizations that have not yet embraced web analytics are missing out on a wealth of guidance.
The book Moneyball: The Art of Winning an Unfair Game by Michael Lewis is an excellent example of how to transform a business using analysis; analysis that is often very unconventional. In the book, the statistical analysis turned the conventional statistics upside down and allowed an organization, the Oakland A’s, to compete with organizations that were much larger and better funded.
In his article entitled Seven Steps to Creating a Data Driven Decision Making Culture, Avinash Kaushik encourages organizations to make digital analytics a Business function instead of an IT function. This is especially true with modern analytic tools that require less technical experience and can be effectively used by business users. Kaushik also recommends the pursuit of real insights instead of just reports which in effect are just more data.