Get the most value from the analysis of Web site 10/90 principles to help web analytics get success

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The writer Avinash Kaushik, digital marketing specialist, co-founder of Google

A large number of studies have shown that almost all companies in the world's Fortune 500 have a major investment, that is, "web analytics," they use the results of the analysis of the site to make business decisions. Most people complain about TB-level data, GB reports, MB-level Excel and PPT documents. The website clicks the stream data exactly is how, but still does not have the effective insight and the innate consciousness.

To solve this problem, I have summed up a rule based on my own experience and achieved good results. I call it the 10/90 rule. It is described in this way:

Our goal: to derive maximum value from the analysis of the website.

Cost of analysis tools and vendor Professional services: USD 10

Invest in "Intellectual resources/Analyst": 90 dollars

The most fundamental factor in success: people

The law is very simple indeed. If you pay 25000 dollars a year to web analytics vendors (Omniture, WebTrends, Clicktracks, CoreMetrics, HBX, etc.), you need to invest 225000 of dollars in people to extract value from the data. If you really spend 225000 dollars a year on omniture, WebTrends, HBX and so on ... Oh well, you can count it yourself.

Most people who have seen this rule feel that it is outdated or idiotic, and I can totally understand it. Here are some of the reasons why I have made this rule.

1. If your site has more than 100 pages and you have more than 10k of visitors in one months, you can imagine how complex the behavior that happens every day on your site. Marketing campaigns, dynamic websites, SEM, more pages, more deals, promotions and offers, of course, you'll get into trouble when you get to know it.

2. Many Web tools spew out a lot of data every day, like today is the end of the world and no data is too late. We seem to be in a fierce competition, says one data analyst, I can analyze and finish 100 data reports, the next one says I can finish 250, and then one person says, I can measure the color of the eyes of those who are looking at your page. The bottom line is that it will use a lot of intelligence to figure out which of the data is real and which is false, and whether the reports really mean anything.

3. There is a certain, if you use a lot of web analytics tools, they give the same indicators, but their measurement and calculation is very different! You have to distinguish them.

4. The ultimate realization of Web site insights (what I now call Kia's Critical Insight analysis) is not as simple as clicking on a stream, and you have to have a smart, business-minded person who will link the click Flow behavior to other data/information/company event sources.

Providing a part-time person or your administrator to operate your favorite expensive analytics tool does not help your management make constructive decisions.

So if you think your company doesn't follow the 10/90 rule, then I'll make some small suggestions for reference only:

1. Apply for a free Google Analytics account

2. Once you get the Google Analytics code implemented on your site, it means that he will be working in parallel with your favorite expensive analytics tool.

3. In the two key numbers (visitor, transformation, PV, etc.) for your site analysis of the delta to get a suitable level, and create a multiplier (my tool is real visitors than Google 10% higher, and PV low 10%). If you wish, you can use these multipliers to compare each year in the future.

4. Cancel the contract with the supplier of the expensive analysis tools and obtain 50k, 100k or 200k of traffic, 1 hire a professional analyst. 2 Put the extra money in their pockets.

5. Your analyst can get more value from GA than analytical tools, and actually expect much more.

6. In the process, perhaps two years you will save 200k of dollars in the web analytics tool, and get a lot of valuable things.

Some of the recommendations above even if you take 3 steps to give up, there is no harm to you, not to make a fuss, you will learn some other things. But I hope you can complete all the steps and provide people with jobs, like me, to add strategic value to your business by providing actionable advice rather than a lot of reports. (compilation: Fan Peng)