I have noticed a worrying shift in attitude in large companies which needs addressing.

Five or so years ago, our clients would use web analytics to continually carry out small tests on the website, measure the improvements and test again. This iterative web development process now seems to be hugely hindered by red tape and protocol.

Many companies I speak to (not all mind!) don't give the marketer control of the website. Instead, if a change is to be made it has to go through a long sign off process and wait until the next quarterly release. 

In extreme cases I've known people wait for a year for a development opportunity.  

The end result is rather than continually testing variables in order to increase conversions and online sales, development decisions have to be made and, rightly or wrongly, the marketer will have to live with them until the next long term release.

However I am pleased to see our clients using this same data to measure and test many different online marketing channels - something which they can control. 

By understanding the lifetime value (LTV) of every visitor, including their initial source, clients are able to push their media planners and get the best bang for their buck.

Bertie Stevenson is Head of New Business at Web Analytics firm RedEye.

Bertie Stevenson

Published 18 September, 2006 by Bertie Stevenson

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Comments (2)


Deri Jones, CEO at SciVisum Ltd


Quite true - I've seen the same situation where the Marketer is effectively left out of control.

I think Ashley said recently on another forum here, that Marketers should consider taking back control of the IT!

We do see a great variety of company cultures in terms of the tech teams vs Mktg teams relationships. Our User Journey metrics of the performance and hidden error rates of the money-making routes on a site, are sometimes ignored by the tech team - at least until after a while they realise that these metrics are more accurate than the typical server-based crude 'up or down' time measures they have.

Conversely, I know some organisations, where the tech team have readily made the leap to see the value in web site monitoring metrics that are Journey not server orienatated, and it's the Marketing folk for whom the penny hasn't dropped yet.
Sometimes it takes a while for them to see that for a successful campaign with increased visitors, but with lower sales conversions; the web analytics data is absolutely vital, but doesn't answer the 'why' question: why were conversions low?
The first factor that needs to be ruled out is whether it was slow performance or errors on the web store due to the increased traffic that were the root cause - or whether the technology worked fine, no need to blame the tech team!, but instead need to dig deeper into the campaign tactics, and the match between the online offer and the targeted sectors.


almost 12 years ago


Ryan Johnston

I work as a web developer at Critical Mass - www.criticalmass.com - an online agency servicing some of the biggest brands in the world. We live and die by collecting and acting on analytics and marketing data.

Eventually we pass ideas and solutions on to IT departments at those brands.

Is it easy? Not every time. In the future, IT departments will need to listen carefully to the marketing departments/agencies to stay ahead of the competition.

Ryan Johnston
www.ryanj.org/wiki - The Professional Web Developers Wiki

over 11 years ago

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