InsightIQ Blog

Why does Web Analytics give Marketers fits?

Nov 11 2009

I recently read a published survey on marketers' frustrations with Web analytics solutions. In this tough economic environment, marketers are being held accountable to show increased performance with a reduced budget. This has led many to shift their budgets from more traditional media to digital. I have addressed this phenomenon in my previous blogs - why we are seeing increased spend in digital media - and this trend is likely to continue.

By all accounts, marketers are realizing that moving to digital media has tremendous upside. With the right strategy and execution in place, digital media has proven to be lot more cost effective, and scales and caters to a larger volume with faster go-to market capabilities. However, the biggest challenge for marketers has been their limited ability to measure and accurately quantify the impact and use that information to make relevant business decisions. That's where Web analytics comes in; they provide a means to measure the performance of digital media marketing.

In order to leverage Web analytic tools in an optimal manner, you need to consider the following:

Set up the tracking mechanism appropriately across all cross-channel campaigns
Set up the appropriate attribution mechanism
Create multiple views of the data - a granular view from detailed micro analysis and an aggregate view for trend and macro analysis

Currently, the biggest challenge with Web analytic tools is in translating the vast amounts of data available into meaningful information. Doing the the above three steps will allow for the right data set collection and the type of reporting and measurement analysis that will allow marketers to make business decisions. In the absence of it, marketers will continue to struggle with Web analytic tools and to make sound business decisions for digital media.

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Ram Krishnamurthy
Senior Manager, Professional Services

Ram brings over 10 years of consulting experience to Quaero's Marketing Services Group. His expertise includes database marketing, campaign management, marketing solutions technology, marketing analytics and data…