Apparently 458 B2B marketers were surveyed about a wide range of web analytics and it turns out that only 6% report that they were effectively measuring online activities. (see b2bonline.com) Excluding eCommerce players, I'd say this is pretty much in line with my experience.
As the report further suggests, this is often due to staffing constraints. There are a lot of things to do, and devoting a staff member to finding issues that are not easily resolved is... well, not a priority.
Yet I have a couple of clients who I assist with their analytics on a consultative basis. It's been very helpful to them to understand the types of content and information that engage their visitors, how they navigate to the site, and when and why they leave. Being skilled at making actionable recommendations and integrating analytics into the overall marketing plan ensures that my efforts are of high value.
I do think that having a full time person pulling analytics from a marketing-centric site all the time seems unnecessary. But quarterly or annually? A necessity.
Monday, August 1, 2011
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