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Web Analytics resolutions for 2008

It’s a new year and with a new year come new resolutions. Other than the usual New Year’s resolutions to eat less and to exercise more, I have been thinking about the consulting work we do with our clients and what resolutions we should be making in that area. I have come up with two that I thought I would share.

Think strategically, Act tactically

This notion has been playing on my mind for a while. A catalyst was listening to Jim Sterne speak at the Emetrics conference in Washington DC in October. Jim was talking about the need to solve people’s most immediate and pressing problems before you can then go on and show them all the amazing opportunities they might have in their online business. In our own work one of the things that we are conscious of is an organisation’s ability to execute from insight. So, if an organisation knows something, can they do anything about it?

We have seen occasions in the past where we have been engaged to work with organisations on developing strategic pieces of insight which the client then struggles to leverage due to functional or organisational constraints. I believe that it’s still necessary for analysts and consultants to “think the big thoughts” but they need to be translated into little actions that are digestible for the business in question. As consultants and analysts this is what we all try to do, my resolution for this year is to make this a core feature of the way to do business.

Segment, Segment, Segment

Segmentation has perhaps been one of the buzz words for 2007 and rightly so. In mature online economies, the ability to segment and target market to sub-groups is increasingly an important way to continue to grow and develop the business. However, not enough businesses are segmenting their online visitors and customers, and are still operating a “one size fits all” policy on their website. Larger and more complex websites will inevitably have a wide array of different visitor segments who are coming to the website for different reasons and who want to do different things.

More tools are available for understanding visitor segments from a behavioural, demographic and attitudinal perspective. In addition marketing technologies have developed to allow organisations to target different visitors with different messages and content using rules-based and automated profiling techniques. So, my second resolution is to continue to encourage businesses to invest and adopt these tools to allow them provide increased relevancy and improved customer experiences. I believe that those that do will stay up with the game, leaving behind those that don’t.

So those are a couple of my resolutions. What are yours?

Best wishes for a successful 2008.

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