We have all lived "web analytics" analytics for a long time. There are practitioners and vendors and a well established "system" of working and thinking. Yet companies are frustrated at their ability to fundamentally understand the data and take action. I have come to the conclusion that there are multiple forces that are at play and the world of traditional web analytics is now dead.What does the world of web analytics look like? If we measure any of the following it is likely that we live in the world of web analytics:
- Page Views
- Path Analysis
- Track HITS
- Daily Unique Visitors (!!!)
- Top Exit Pages on the Site
- Visitor Screen Resolutions
The core outcome of measuring these "KPI's" (Key Performance Indicators) is that we can take very little action and they are distracting from focussing on core KPI's and driving change for our customers.
I believe that we are now living in, heading towards, a world of Web Insights. In the world of Web Insights we don't simply measure KPI's but rather we do Key Insights Analysis (KIA's) such as:
- Click Density Analysis
- Visitor Primary Purposes
- Task Completion Rates
- Segmented Visitor Trends
- Raw Voice of Customer Pareto Analysis
- Multi Channel Revenue Impact
You know you live in the world of Web Insights when you realize that every piece of data you look at drives action and not just action but action that adds to whatever bottom line Outcomes that our companies are trying to achieve for our company customers (note that important difference, not outcomes that your boss wants, not outcomes that his/her boss wants, but Outcomes that your customers want).
The world of Web Insights takes time to move into but once you get comfortable in it you will have achieved a long term strategic advantage.
Agree? Disagree? Please share your feedback via comments.