Web Analytics Planning Update

Bob posted a comment on the previous planning post:

Bob Page said...
"It's been six months since you implemented your methodology .. how's it working out?"

I felt the need to respond where it was picked up by the feed readers, due to that is how I am realizing this blog is being consumed.

Well, here is the update. Things didn't go 100% as planned, but we have made tremendous progress. The full blown planning document didn't quite make the light of day. The core of the document made it into our Scope Of Work document (SOW). Which is a massive improvement from our previous process. The SOW identifies all the business requirements and all the supporting documentation needed to perform the campaign analysis. We work in a very fast paced marketing climate and I wasn't able to be everywhere all the time. We "upgraded" our account staff and we went through an education process, "Web Analytics 101" if you will and they are now asking the questions that need to be asked. We made our account staff web analytics advocates, this eliminated the stress of having to be everywhere and also enabled the analysts to do their job, not sit in meetings. I/We decided that the "Value Add" part of what my department does is the analysis, consulting and optimization recommendations. We need to continue to educate the front line and foster their advocatcy.

The methodology has changed slightly, but I learned that trying to force people to behave differently is not in anyone's best interest. You need to work with the system and make the system work for you. I think the methodology with constantly morph and will become more perfect with every revision.

Chris