Site analysis: Answer five questions

When we help customers develop long-term analysis and optimization strategies in http://www.aliyun.com/zixun/aggregation/17183.html, customers often ask questions about who gets what and when. People are confused about what information to share, when to share, and how to share. This reminds me of the "5W" mode in journalism and communication, in order to tell the news story, the reporter answers five questions: Who, what, where, when, why.

Based on this model, I began to look for ways in which companies can effectively share data on the Web. Enterprises in the right time, in the right way why not share the right data. Let's analyze that.

Who？

Who should receive evaluation of data from analysis tools? Generally, most people do not need network analysis information, network analysis data only at the most special, not enterprise-oriented level to share. Analysis of data and evaluation is an important part of enterprise online activities. If a doctor studies the new treatment but does not disclose the results, no one will benefit from the study. If you don't share data with people who make decisions, they will not drive the success of the entire department.

What the?

What should I share? Different answers vary according to WHO and when. "Who" doesn't emphasize getting the right people to get the right data. Avoid sending data and lengthy reports, and go to the next stage by focusing on transmission analysis, perspectives, and recommendations.

Where?

Do not send the report by email only, consider people's understanding of information, evaluation, etc. Integrate the data into the existing process and listen to what people really think and how they did it in the past. Take some time to train people and hold meetings around network channels for discussion.

When？

When will the information be shared? Or when will there be interesting information? Is every day, week, month, quarter the best news? Depending on your customer, industry, etc. these are different. You can share information based on what people are doing, and of course, it's mainly up to the customer to decide how they use the data.

Why?

"Why" is the chance to improve the performance of the site, if you only report on the past situation, you will not find the real problem, so that the site improved. "Why" also refers to why users do something. Network analytics is behavioral data that tells us what people or organizations are doing on the site, but doesn't tell us why they're doing it, what they're thinking, or whether they feel it's a positive experience feeling with a brand and a business. Typically, different two people visit the same site, one may be positive, and the other may be inactive. Both will result in subsequent activity or perception. Attitude approaches, such as customer satisfaction, research, or user research, will help you understand why.

As you can see, sharing profiling data cannot be a problem at once. You have to think about your business goals and then decide the best way to integrate them based on your current situation and your users. Therefore, enterprises do need to spend some time to study the above five problems, serious thinking.

(Original starting on June 17, 2008; Compiling: Song XI)