Creating a Culture of Web Analytics
All those who have worked at companies which never used or do not use web analytics to make decisions about site changes, know how difficult it is to create a culture of web analytics. It is very hard. Building a culture of web analytics is a grueling uphill task. After working with various client I have found that reasons for not using web analytics vary from company to company, some of the common ones are: Gut feel has always worked or at least it seems like it has worked It is an additional step in the process New skills are required to use web analytics. They feel they don’t have the required skills for using web analytics Fear of accountability i.e. now I will be measured and I don’t like that The reports that they got in past were pretty useless They didn’t believe in web analytics data because they have no clue on how the data was collected They don’t understand how web analytics can help them They don’t understand what web analytics is The first reaction of many newly hired ana...