Increasing Effectiveness of Web
Analytics Reports
Our Optimizing Online Business group met
yesterday to outline our final project and make assignments to complete the
final report. One of the most
interesting issues that arose as a result of our discussion was not in the
thesis of the project, or the specific tasks, but in the level of detail, and
writing style associated with the work.
We believed that our report should be written as if it were going to be
delivered to executives of the company whose website we are analyzing. This posed additional questions: What level
of understanding do we assume? What
level of detail is necessary for comprehension?
How do we emphasize the key points clearly without adding in unnecessary
confusing technical information? We want
to ensure that our project outlines meaningful results for the company whose
website we are researching, in a clear
and impactful way. The following
are some guidelines on writing Web Analytics reports.
One of the most simple ways to
improve a technical, or analytical report is to make sure it has a clear, sound
structure[1]. If the reader is a technical novice trying to
understand some dense material and he or she also has to try and decipher a
complicated or muddled report layout the chances of comprehension decrease
significantly. The author can ensure
good structure in their written work by outlining the report before writing
commences. Especially in group projects,
this step will ensure that all members are clear as to their role in the
writing. This step is particularly
essential in writing technical reports because you will likely have to build
the foundational knowledge of a particular subject (such as web analytics,) in
the beginning of the report so that understanding of the entire document is
ensured.
Another important element to
consider in technical report writing is to simplify your sentences. According
to Allanalytics.com, "When you've been pouring your life into a project,
you can become so familiar with it that it's easy to forget how much others
don't know." Writing complex,
explanatory sentences in technical jargon is easy when you are knee-deep in
technical research, however, you will likely lose your audience. Keeping
your sentences simple, and only introducing one new idea in each sentence will
ensure your audience understands your material.
One last important aspect to
include with a technical, web analytics report to ensure understanding is multimedia
and visual elements[2]. It is easy to compile meaningful and
impactful visuals using Google Analytics and Site Catalyst. These graphics will help demonstrate your
main points, and in some cases may be the only piece of your report that an
executive looks at. Most web analytics
reports will be rooted in Google Analytics or Site Catalyst data, and both
programs offer stunning visual representations of their reports, it is a simple
and effective way to convey data in your report to include their visuals.
Taking these steps will help
ensure your report is read, understood and put to use. Our group plans to use these steps in
increasing the efficacy of our final report for Optimizing Online Business.
-Marian Bonar
Thakns Marian for a great post. It's amazing to me the different types of ways one can report web analytics. This article has helped me know how to better organize the content and where to go to get help.
ReplyDeleteGood point about how the report is structured. Good content, presented poorly might not ever be read...
ReplyDeleteOnly aspire to mention ones content can be as incredible. This clarity with your post is superb and that i may think you’re a guru for this issue. High-quality along with your concur permit me to to seize your current give to keep modified by using approaching blog post. Thanks a lot hundreds of along with you should go on the pleasurable get the job done. how to use laptop for crypto mining
ReplyDelete