Web Site Measurement Hacks

Staff for Web Measurement Success

Selecting the right vendor is only half the battle in successfully building a web measurement program for your company. You should also be thinking about dedicating resources to manage, maintain, and evangelize the data throughout your company.

Many companies make the mistake of simply selecting an application and assuming that all of their problems are solved. The notion of the “silver bullet” software or service is surely attractive, but unfortunately, no such bullet exists. Companies who assume that a technical or marketing resource will be able to spend a little time each week poking around in the measurement application when they have spare cycles nearly always fail to take full advantage of their investment in analytics. In other words, the old adage that “you get what you pay for” holds true in staffing, as it does in vendor selection.

Staff for Measurement Success

Some companies will inevitably not be able to afford to hire a dedicated staffer to manage their measurement program, especially those companies who are spending less than $25,000 on the entire application and implementation. In these cases, it is recommended that companies at least dedicate one-half of a single person’s time to managing the measurement program. Empower a motivated employee to make sure the implementation is good and that people at least understand that the information is available.

Most companies need to dedicate at least one full-time resource to their web measurement ...