WebProNews had something of a Q&A session with a couple of web analytics experts about what businesses can do to improve their implementation. We spoke with Brian Clifton, author of the book Advanced Web Metrics with Google Analytics, and E-Nor President Feras Alhlou, who Google itself has even had as a guest author on the Official Google Analytics Blog.
Do you struggle to get the most out of your web analytics efforts? Discuss here.
WebProNews: Why do you think so many organizations struggle to go beyond the basic metrics like visitor counts and pageviews?
Brian Clifton: Simply put, its a lack of resources i.e. staff and expertise. All organisations recognise the importance of measurement, but there is a dearth of expertise of knowing what to do next. Remember web analytics is still a nascent industry around 10 years old - similar to search engine marketing. But unlike SEM, web analytics is maturing at a slower pace - so there is less expertise out there to hire or recruit.
The result is that for many a business owner and marketer, web analytics is simply considered a "hit counter". That is, keeping track of past activity.
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