I just read a great article that answers the question, “What is The Real Value of Web Analytics?” The answer is “intelligence.” Gaining a better understanding of how the project impacted the business and documenting this information to apply to future online projects is, in essence, online intelligence.
“Yes, web analytics can identify a host of issues with usability, marketing, technology, information architecture, etc., and fixing these things leads to improvement in volume of visits, exposure to new visitors, increased conversion rates, increased revenue, increased profits, and on and on. These are wonderful, almost magical things. But they all completely pale in comparison to what small improvements in operational efficiency can mean to an organization. In simple terms, it is stupendous to know what your business needs to do next, but it is so much more important to take notes when your company tries (and sometimes struggles) to get it done.” (Evan LaPointe)
Before operational efficiency can be enhanced, it’s important to have a person or team of persons who are documenting the changes and the effects the changes have had on the site, the property, the company as a whole. Web analytics are only one area to document. What about the effects on advertising, audience marketing, and usability? Every new online project, especially site redesigns, will have an impact on the company one way or another. Isn’t it wise to take notes and not repeat the same mistakes the next time?
I’ve seen talented people walk out the door and take with them whatever intelligence they gleaned from past projects. Documentation is the only way to ensure that learning stays within the company and can be passed down the generations. Therefore, I believe that every online company would benefit from an Online Business Analyst. They might be the only glue that adheres one project to the next spreading their knowledge from team to team. By the way, I’m happy to forward my resume if there are any takers…
