What is the 4th thing to do when considering a web analytics implementation?
[This article is part of a series entitled: GA Implementation ABCs]
So far what I have discussed in this series has been fairly straight forward – dare I say “easy”! The next step is the difficult part – not from a technical perspective, but purely in terms of communication.
To recap the story so far, the first three best practice implementation principals are:
- Tag everything – get the most complete picture of your web site visitors as possible
- Clean your data – apply filters
- Define Goals – distill the 80+ reports of GA in to performance benchmarks
If you have followed these steps so far, then you have done an excellent job. However, the usual problem is that few other people in your organisation know this or even appreciate your work. You have created a set of nice charts and reports, “so what?” is a common response that is thought, if not stated.
The unfortunate truth is that you will have wasted your time unless you can get the buy-in use the visitor data in driving business decisions and be the focal point for instigating change on your web site. With your initial understanding of your web site visitor data, this is your next step – to map out the objectives and key results for your organisation’s web site. For this you need to bring in your key stakeholders from the other parts of the business. These can be marketing, sales, PR, operations, web development/design agencies, e-commerce managers, content creators – even the CEO.
Setting Objectives and Key Results (OKRs) – 4 Steps
Step 1: Map your stakeholders
Map who your stakeholder departments are from the list above. Then select one person from each as the key contact for initial discussions. They may not be end up being the right person but that can be changed later. The important thing is to get people on board from those departments.
Your key contacts are your point of contact representing the interests of that department within your organisation. They can canvas opinion from the rest of the organisation on your behalf – in other words, they do not have to be the most senior person from that department. Note you should encourage this to be a two way street – you setting the scene with your initial data and thoughts on the current situation, with stakeholders providing their perspective on how it fits with their department. For example, they may provide information from CRM systems, call centre figures, web server performance etc.