Web Analytics Maturity Model
Throughout this book, we’re going to look at a maturity model for web visibility. The first of these models is web analytics, shown in Table 5-3. It borrows heavily from work by Bill Gassman of Gartner and Stephane Hamel of Immeria, and shows how companies progress through various levels of maturity with their web analytics.
Table 5-3. The Web Analytics Maturity Model (adapted from Stephane Hamel and Bill Gassman)
|Maturity level||Level 1||Level 2||Level 3||Level 4||Level 5|
|Focus?||Technology: make sure things are alive||Local site: make sure people on my site do what I want them to||Visitor acquisition: make sure the Internet sends people to my site||Systematic engagement: Make sure my relationship with my visitors and the Internet continues to grow||Web strategy: Make sure my business is aligned with the Internet age|
|Who?||Operations||Merchandising manager||Campaign manager/SEO||Product manager||CEO/GM|
|Analytics||Page views, visits, visitors, top ten lists, demographics, technographics||Path analysis, funnel reports, A/B testing, KPIs, dashboards||Merchandising, segmentation, SEO, community referrals, campaign optimization, personas, KPI alerts||Multichannel aggregation, cost-shifting analysis, lifetime visitor value, personalization, dynamic content serving||Multichannel sales reporting, activity-based costing, balanced scorecards, strategic planning, predictive analytics, integrated user experience|
Most organizations begin by looking only at traffic. They then turn their efforts ...