What web analytics tools are not telling you. And never will.

Web analytics on steroids


We have come a long way. Nearly 10 years ago, many marketers and UX designers hardly looked into their web analytics data — if such data was available at all. Nowadays, any company or organization to which their websites and apps plays a isiital role in achieving their business goals, can’t live without proper usage of web and app analytics tools.

We learned that it’s not about the data as such, but measuring our online goals, compare them to our pre-set KPIs and get into action improving our online offering. A popular resource for web analytics is the blog Occam’s Razor.

Web analytics data does no longer live in a silo in companies. The data has outgrown the online/eCommerce department and meandered its way to Marketing Intelligence analysts, Brand Managers, Product Managers, Web designers, User Experience designers and Web Managers.

Getting started with web analytics is straightforward and easy nowadays. Take for example Google Analytics (by far the most used tool, for both SME and Enterprises): install the tag on your webpages and data is being recorded immediately. After a few days, all of a sudden quantitative data about visitors, traffic sources, content and conversions magically becomes available. Our black box website reveals WHAT is happening. For some this is where the journey end. However this is supposed to be the starting point for investing in web analytics: properly implementing the web analytics tool, allocating resources and establishing processes.

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