Over the
past 5 weeks, we have been introduced to the world of web analytics. I say
introduced because after thorough reading of the class textbook, analyzing
websites for clients, following blogs, and having multiple conversations with
the industry’s top consultants, I have gained the insight that nobody can
predict or clearly gain a full grasp of web analytics or where it will be 6
months from now.
So if this is the case, then how can you know what is the
best direction for your business and how to analyze your data correctly? In
short, there is no right or perfect answer. There are many wrong answers or
choices in analyzing data, but there does not exist a perfect formula or
solution that can be applied across all industries or businesses. The reason
for this is that web analytics is not a science; it is an art that must be
mastered to understand fully its complexities and how to maneuver around its
pitfalls and traps.
Avinash
Kaushik, the author of our book, posted on his blog “Google Analytics Tips: 10
Data Analysis strategies That Pay Off Big”. This post was so helpful that it
was used in our team analysis of a website. Yet even under these suggestions,
some components or tips were not helpful for the website that our team analyzed
did not have the resources or funds to follow the advice of Avinash. This does
not mean that the tips were wrong, only that some of them were not available,
or useful for the success of the website and the goals of the website
administrator.
Charlene Li
is a well-known and respected individual in the world of social media. In fact
her recommendations and insight into this world has provided direction in the
chaos of Facebook, Twitter, MySpace, Path, Pinterest, Pair, and any other
social media network available on a smart phone, tablet, or computer device.
Last year in an interview Charlene went on to profess that based on the last 5
years of growth in social media, the future of social media “will be like air”
in the sense that it will be everywhere, and needed by everyone. This metaphor
also applies to all businesses if they are interested in surviving and
remaining relevant in their industries. This is a bold statement, but not
unfounded. With the success of social media, people are expanding and growing
their networks, both private and professional. But does this imply that those
without a social network or social media campaign will not be able to survive
or compete? Does everyone have to join Facebook, or Twitter to stay relevant or
remain in the public eye? What if your busy is at its most profitable without
even having a Facebook page to “Like”? What do you do, or how do you make sense
of this?
Last week
Eric Peterson wrote a response “Social media is like coffee…” to Charlene Li’s
comment of “social media will be like air” and if this is actually true of the
landscape of web analytics and its future. For Eric likened social media to
coffee and not air. The reasoning being that everyone does not like coffee, nor
needs coffee like people need air to survive. This analysis is a more accurate
analysis of the landscape of social media and also web analytics. The reason
being that many businesses have survived and even thrived without the Internet,
analytics, or social media/campaigns. One example is the restaurant Chef
Vola’s, located somewhere in Atlantic City, NJ. I say somewhere because only a
select few individuals know where the restaurant is located and how to contact
them for dinner, special events, or parties. This restaurant is so selective
and secret of their patrons, that you have to be invited by an individual that
has already eaten there in order to be invited to the restaurant. It even says
on their website, “This is not an advertisement. The phone number and address
cannot be obtained from this web site”. Based on the limited access of their
website, it can be concluded that this restaurant is doing fairly well against
the advice of Charlene Li. But what can be derived from this? Now what?
In the end
success will not be driven by social media or web analytics, but by the
companies/individuals willing to offer a better mousetrap. The only problem is
that not everyone needs a better mousetrap, for the bigger problem is that
everyone does not know where to get that better mousetrap and this is where
analytics, campaigns, and social media come into play. Business will flounder,
fail, thrive, grow, expand, or remain stagnant. It all depends on what the
goals of the company are. These tools are just tools that magnify the goals of
the company and expand their reach to a broader network of clients, customer,
and potential customers. That is all. In the simplest explanation that I have
received about web analytics is that it is mass marketing, but now with more
data to analyze prior to the purchase.
Based upon
everything that has been covered in class and how to optimize you website, the
best thing to do is to start with clear, concise, and specific goals for what
you want to accomplish. The next step is to determine on way to accomplish
those goals. For some companies, websites, analytics, and social
media/campaigns will fit right along your goals. But for other companies, these
tactics may not be needed or necessary to reach your goals. That is why knowing
your goals, your strengths, and what you need to succeed with provide greater
profits and success than throwing money at analysts and companies with the
assumption that a website will resolve all of your concerns and issues.
References:
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