Web Measurement Strategy Barriers

Introduction

Present-day society sees analysts, bloggers, and consultants everywhere discussing and comparing various web analytics technologies.

We take two steps and find ourselves buried with further arguments for and against the merits of this technology.

Still, the barriers with web measurement have little to do with functionality and are rather a loose link with tools.

Any business, no matter how large or small, may benefit from using the right tools. But at this point in our progress, we should focus on more pressing matters.

Lack of Budget/Resources (45%)

This problem seems to persist indefinitely. It’s a huge hassle if you’re a startup and you want to get a web analytics solution or begin testing immediately. 

If you’ve had success with Site Catalyst and are considering spending $1.5 million on a behaviour-targeting platform, this will still be a problem.

So, how do you get around the barrier of Lack of budget/resources (45%)?

Get going without spending a dime, and then work up to asking for money.

Regardless of the tool you desire, it is now accessible at no cost. You can go with  Web analytics tools, Multivariate testing tools, Behavior targeting tools, etc.  

If you can’t demonstrate how you’ll benefit the company, you won’t be accepted. Therefore, you might decide against requesting financial support.

Lack of Strategy (31%) 

If your company’s lack of strategy (31%) prevents you from implementing an effective online measuring approach, it’s time to look for new employment.

The company’s top-level executives (HiPPOs) need to develop a web strategy. Your assistance will be much more useful once they have even a rough draft completed. It’s hopeless without at least a preliminary draft.

You might be able to help sow the seeds of a strategy if you’re a Director or Vice President. Most notably, you may have noticed that IT is in charge of metrics and analytics. Put it under the purview of a company department.

Furthermore, if you work for a huge organization with competing interests but no overall agreement, focus on a single department or even a single country and make it the star. Don’t waste your time trying to convince everyone to settle on a common set of measurements.

Siloed Organization(29%) 

Realize that silos can be broken if you can prove your worth. Everyone hopes to receive a raise and a promotion. Plus, they’re eager to provide a hand to the business.

Capitalize on that fact and take the baby steps first. Do something useful and then move further. In addition to email marketing, you are free to take on responsibility for paid search or marketing. Be more persuasive, and then you should increase your scale even further.

Eventually, with the help of the group, you devote more time to getting things done faster and better.

So, now the question arises, how can you move to the next level?

A shift to qualitative analysis is required, but that capability resides in a different siloed organization.

Fortunately, the problem was resolved. With another siloed organization (29%) busted and teamwork bolstered, performance is noticeably better.

Lack of Understanding (25%) 

There is some uncertainty in the report on what constitutes this section.

There appears to be a widespread gripe about a lack of understanding (25%):

• Nobody understands you
• Nobody appreciates you  
• Nobody will help you

If your company’s leadership doesn’t see the value in data, they should send someone to a vendor webinar to learn more. Perhaps your supervisor will finally see the value in the data after hearing about it in one of these webinars, which highlight the experience of one client.

If people don’t comprehend the value of analytics, install Google Analytics on a test site and make changes to organic search. Furthermore, get information on how to increase traffic from search engines. Aside from your time, everything else in this phrase is completely free.

Too Much Data (18%) 

A problem with too much data (18%) in web analytics!

This demonstrates how many individuals still use Web Analytics 1.0 clickstream-only solutions. If they were implementing Web Analytics 2.0 tactics, more people would agree, which would be a positive development.

This is something that we practitioners bring upon ourselves. We have 28,205 metrics ready to publish on day one because we are so anxious to show off how much data we have and how great we are.

Not even one via email may be sent out until you know for sure what your most important metrics are.

You should choose one Macro Conversion and up to three Micro Conversions for your website.

Now, with Macro Conversion as your top objective, concentrate on the few measures that will help you gauge the effectiveness of these four initiatives.

Lack of Senior Management buy-in(18%)

The barrier of lack of senior management buy-in (18%). That’s probably because you’ve reported too much information, making it hard to draw conclusions and formulate a plan.

Understand that reporting and analysis are two separate activities. 

Difficulty Reconciling Data (17%)

Now comes the barrier of difficulty reconciling data (17%)! Let’s approach this problem from two angles.

You should be aware, at a high level, that data reconciliation is impossible, and that’s fine. We need to adopt a Multiplicity strategy on the web.

That calls for a new set of resources, including data sources and metrics. This is fine, by the way. The benefits of utilising these data sources outweigh those of not doing so by a factor of at least ten.

In this instance, it is important to train your management staff on the reasons behind the discrepancy in the data. They are not going to fully accept it. Making even tiny judgments based on this data will demonstrate value, develop trust, and pave the way for future, more significant decisions.

IT Blockages

If you believe you can assume direct control of significant portions of the necessary IT blockages (17%). If yes, then work by destroying artificial barriers between departments, and then you should do so.

Your firm probably won’t even let you visit the site. In this situation, IT is required for both web analytics and online marketing. To remove obstacles, employ the dazzling efficacy of data. 
The Brisk gives you more information on the barriers of the web measurement strategy and web analytics.