Your website is capable of generating mountains of data. This data can be your most valuable asset or a vacuum of time, energy and money.
There are three components to advanced analytics:
- Data Collection
- Data Interpretation
- Data Validation
Data collection is relatively simple. Most web servers provide basic stats such as page hits and total visitors. Advanced data analysis uses Google Analytics, or paid services such as KISSmetrics or SkyGlue can add additional power to analytics.
Data interpretation is trickier. Most analytics can track more than 100 different data points. The more complex your website, the more data points available to analyze. Your job is to figure out which data points are important and actionable.
Data Validation is the #1 mistake we see clients make. This can happen in two ways. First, assuming your traffic is a relevant sample. If your website gets very little traffic making decisions based on those traffic patterns may be completely invalid. The data is only valid if it represents your audience at large. The second error comes with impatience. Changes to your website will affect outcomes, however these improvements can’t be quantified without a reasonable window. Major websites make changes very rarely, and when they do, they track the results over at least 90 days before drawing conclusions.
Mediastead can analyze your data and determine what, if any, conclusions can be drawn. We will recommend any or all of the following:
- Improved data collection methods and tools
- Recommendations for your user interface
- Recommendations for content creation
- Recommendations to reach new sources of traffic
A great sales, marketing, and public relations component can only be deemed effective by data. The quality of that data directly correlates to the quality of decisions possible.
Talk with Mediastead analysts to improve your data.