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The “dirty little secret” in web analytics that few people want to openly discuss is this: web analytics is hard! Despite the assurances that software is “easy to install, easy to configure, easy to learn, and easy to use,” most of the available evidence actually points to the entire process of measuring and analyzing your audience being difficult at best.
Consider the following:
In addition to this data, there is a plethora of anecdotal evidence that most people actually challenged with doing web analytics struggle from time to time to be successful. The fact that web analytics webcasts held by the American Marketing Association routinely draw thousands of marketers trying to figure out how to “do more” with measurement is an indicator of both the intense.
This quarter by quarter plan will help you:
There is a lot involved in being successful with web analytics, and most companies are actually surprised at how much work is required to derive the benefits described by the “web analytics is easy” crowd. But not measuring is simply not an option, and thusly marketers, site operators, and business owners all have a responsibility to establish the kinds of processes we describe in this document.
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