List of rocks

In my previous post, Reporting vs. Analysis, we established what the differences are between the two and hopefully you realized that analysis is the most important of the two. Reporting returns little to no ROI. Also, if reporting is done properly it will lead you right back to analysis. Because if an anomaly is detected in reporting you typically need to dive into data to understand what is going on and define the next steps.

So over the next months I’ll be sharing posts from a step by step perspective using a ‘real world’ example from an of an analysis that I did some time ago. I’ll be going through what I did in Excel and things I did in SiteCatalyst to give you some insights into the process invovled in doing analysis.

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If your Analytics is owned by your IT team there is less hope for you than you think, and it’s not the IT team’s fault

Over the last 4-5 years I have had the pleasure of working with 100+ companies spread across virtually every industry. It has been both smaller local companies, some of the largest to large international companies in the Fortune 500.

One thing I see over and over again, regardless of company size, is how difficult it is for the company to integrate a proper ownership of their digital marketing tools. This is definitely the biggest challenge I see for companies today – regardless of how long they have worked with web analytics.

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