E-consultancy has this week published its latest Web Analytics roundtable briefing which is free to registered users.

Topics discussed at the get-together included:

  • The move from web data to customer data
  • Using web analytics to improve returns
  • Budget and resource allocation

One area of discussion was around two different schools of thought or philosophies about how web analytics should be treated.

One way of thinking about web analytics is to focus on making a series of sequential improvements which individually do not seem to amount to much, but taken together, can make a significant impact to the overall customer journey and, ultimately, conversion rates.

Another way of thinking about analytics is to see it as part of a jigsaw, weighing up findings from web data with other qualitative and quantitative information about a company’s proposition and the competitive landscape.

This is more about looking at the bigger picture and zooming out of the detail. For example, a company might spend so much time focusing on granular details about their existing customer habits that their eyes are closed to something more fundamental which is missing from their offering.

These are by no means mutually exclusive approaches to web analytics but they do represent varying approaches taken by companies when looking at their web data.

Those interested in web analytics should be aware of two other pieces of content we have published this month - a web analytics request for proposal (RFP) document and, also, the business case for web analytics.

We have also published business cases and RFPs for:

  • Usability and User Experience
  • Paid Search (PPC)
  • SEO (Natural Search)
  • Email Marketing
  • Affiliate Marketing