Overcoming Analytics Frustrations
Making web analytics central to decision making can be a frustrating process
According to the Online Measurement & Strategy Report 2008 (E-consultancy/Lynchpin) over 80% of the 700+ companies and agencies cited one or more of the frustrations listed below.
The majority of these frustrations come from a lack of company understanding regarding analytics and that, in turn, leads to a lack of buy-in and a lack of internal budgets and resource.
The Top 5 Frustrations in online analytics faced by companies are:
1. IT Blockages
The adding of analytic tags, pages and coding may fill IT departments with dread as they may not understand what the impact to their systems will be and why it is necessary in the first place.
Lynchpin has years of experience in dealing with IT departments both large and one man bands. We can allay fears, help understanding and help bring them on side with the analytical requirements of the company.
2. Lack of Senior Management Buy-in
If management do not understand the need or usefulness of analytics they will not put their trust, weight or budget behind any analytical projects.
Lynchpin provides training and workshops explaining, in both general and business terms, what the project will deliver. These sessions have been very effective in bringing management on-board.
3. Lack of Time & Internal Resource
Again, if the benefits and results of a well implemented analytical framework are not understood, then there is little chance of either resource or time being allocated.
Lynchpin use training and workshops to raise the awareness of what benefits a company wide analytical framework can bring to all areas of the business.
4. Lack of Understanding, Knowledge & Interpretation Skills
It is accepted that there is a shortage of good online analysts (not to be confused with web analytics software specialists who know web analytics software but not how to interpret the results).
However, with 5 years experience and a specialised team of analysts Lynchpin can help any company with training up in-house staff or do the actual analysis and deliver the results directly to the company.
5. Too Much Data
"Death by Data" or "Analysis Paralysis" are common and recurring issues with most companies. This is due to the fact that companies tend to believe that the more data they have the more knowledge they have access to. Unfortunately this is rarely or ever true.
Software delivers data but it the the application of business & marketing knowledge, Key Performance Indicators and people's perception that deliver true online analytics. This is exactly what Lynchpin does!
Contact us now to find out more.
