Web Reporting vs. Web Analysis

Web Reporting vs. Web Analysis

Dennis R. Mortensen, COO IndexTools, Inc.dennis.mortensen@indextools.com

June 2007

WEConsultantsConsultantsVendorsVendors PractitionersPractitioners

Must understand that..

reporting

ANYOn metric at pure face value

9393

within a very limited contextis unsound

..and should not be confused with

analysisactionable insight from

?..and the difference isThank you

toolsReporting

...is produced by

peopleAnalysis

...is done by

organisationsProcesses

...are deployed by

* diagram screenshot from webanalyticsdemystified inc.

?..and the impactI understand

the right toolthe right tool the right peoplethe right people with processes with processes

+ +

Data Driven

=

organisation

- strategic objectivesTo succeed you set:

and

- empower your analysts!

?.. but how do I tellThat is all good

Reporting..does not require action –

analysis without action is reporting!

Reporting..does not relate to benchmarking –

analysis within your own data silo resembles reporting!

Reporting..is not a forward looking activity –

analysis is rarely done from a retrospective viewpoint!

Analysis

..and taking actioncreating insight

is all about..

developing KPI’s

Analysis..do not be fooled by black box reporting

analysis is knowing WHY it works better - NOT that a given test won

Processes..decision making cannot be ad-hoc

Data driven organisationless about clickstream KPI’smore about customer centric KPI’sdecisions are depersonalized

?.. and why should I careConclusion

Reporting wall..one day you will hit it, seeing a

investment and usedisconnect between web analytics

Prepare for ..and move toward the

Data Driven Organisation

Culture change.

Want to know more?VisualRevenue.com/blog