122 | Web Analytics |
The collection and analysis of Internet data to understand and optimize web usage
- This process provides a gateway for your organization to become invested in what your customers are doing online and why.
- The first step requires articulating what you want out of the data, expressing your goals and intent for what you want to measure.
- Knowing where you want to go can help you structure your content, analyze campaigns, segment your visitors, and measure your commerce and process tools.
- Translate all of the data into a short report people will want to read, avoiding analytics jargon and visualizing as much data as you can.
- Regularly share reports to internal stakeholders.
- Implement and act on the knowledge, focusing on small course corrections that can have a big impact.
See alsoA/B Testing • Key Performance Indicators • Site Search Analytics
Web analysts will understand your business and the web in equal measure and use tools such as Google Analytics to make recommendations for corrective actions.
Courtesy of Carnegie Mellon University School of Design
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