How Web Analytics Relates to Web Governance
As defined in our previous blog post, web governance is about, among other things, clarifying and distributing ownership and responsibility of the tasks involved in an organization’s web presence. This applies of course also when it comes to web analytics, which by now, should be a fully integrated part your organization’s overall web strategy.
Unfortunately, many organizations have access to lots of analytical data but fail to apply it into something useful. This is both because they don’t know how to sort such a large amount of data, and also because it’s unclear who has ownership of the web analytics.
Without specified ownership, the web analytics tasks tend to fall through the cracks. It’s far too easy for them to become something you look at once in a while just to find out how many visitors you have had the last month, or the top 10 most visited pages.
Roles and responsibilities
Initiating your organization’s web governance is a difficult task, requiring a lot of planning ahead. If you’re wondering where to start, the first step is to determine roles and responsibilities.
Depending on your level of ambition and how large your organization is, there are a number of different roles to be distributed among your team. Here’s an example of a basic set of roles to be set for any organization:
- Technical Officer – Responsible for the technical implementation of web analytics tools and collecting data in the parameters that stakeholders want to be measured.
- Method responsible – Works in coordination with the Technical Officer and spokesman of stakeholders to ensure that the organization uses a correct and unified approaches to web analytics. Ensures that all results across the organization can be compared and checked against each other.
- Spokesman for the web analytics users – Must represent the different parts of the organization with an interest in using and working with web analytics. This can include editors, management or other webmasters. The spokesman’s responsibilities include ensuring that the proper web analytics data is produced, and also that the data available is consistent with the stakeholders’ wishes.
- Analyst / Consultant – Must provide analysis and reports to users based on the standards and methods as the “Method responsible” has defined. In addition, the person shall act as a consultant to assist in the understanding and application of the possibilities in the web analytics.
- Steering committee for web analytics – Consisting of three people who have the overall picture of who holds the different roles and the organization’s policies, web strategy and that the organization standards are constantly met.
One person can fulfill several of these roles, and the ambition and size of each organization will determine the roles and responsibility of each team member.
Strategy of planning of web analytics
After roles are distributed and everyone is aware of their responsibility, a working strategy for the organization’s web analytics should be created. The strategy will primarily be used to clarify where and how to move your web presence in the right direction, and what you want to achieve by doing it. It should also help ensure that everyone in the organization has a common understanding and is working towards the same goal.
If there isn’t a clear strategy and the planning isn’t thought through and working in practice, this is where the project falls apart.