What’s the biggest challenge for web analytics in 2013?
In the latest in a series looking at web analytics trends, The Drum speaks to a cross-section of the industry to gain insights on the major challenges facing the sector, including attribution modelling and meeting the multichannel challenge.Steve Dalgleish, director, LynchpinThe biggest challenge is that the expectation of web analytics is getting way beyond just the web: people want business data that shows the performance of the digital channel in a broader context and how it relates to their customers and their overall value (which can rarely be qualified by just a series of clicks). Web analytics vendors want to suck in more data into their proprietary solutions (to justify their existence) but that will not in itself bridge the gap – there’s a lot of data out there already sat in CRM, finance and ad serving solutions and the industry arguably needs to show a more open, integrated approach. Ben Harris, CEO, Decibel AnalyticsUnderstanding the value of content will be the biggest challenge for web analytics in 2013. By assigning a value to each clickable piece of content and call to action on your site, brands will be able to adapt, create and improve content, media type, and page performance to drive up leads and conversion rates. Conrad Bennett, VP of Technical Services EMEA, WebtrendsOne of the biggest challenges in getting value from web analytics is not the analytic tools themselves, but the lack of expertise within businesses to use them, and to leverage the data. No matter how much money and resource you spend buying and implementing analytics, it is only as good as the analysts using it. 2013 will continue the trend of being about multichannel analytics and big data, as businesses seek to integrate multiple data silos (online and offline) from across business units in the hope of seeking greater insight. Matt Camps, head of digital strategy, The Institute of Direct and Digital MarketingThe shortage of people with the skills to get the most from them. The very purpose of web analytics is to ensure businesses have the correct insight in order to make informed decisions, but if a company doesn’t have the necessary expertise required to accurately analyse their data, web analytic packages are of no worth. I personally cannot emphasise enough that knowledge and skills are key, we operate in an incredibly fast paced digital arena, and ensuring that digital marketers have the proficiency to get the best from both current and new analytic technologies is of utmost importance. Carl Fernandes, head of analytics & conversion, iProspectUnderstanding website performance across multiple channels and devices has always been challenging – but this will become even more relevant in 2013 as mobile traffic continues to rise across the board. With brands now tackling this problem with visitor ID tracking and similar innovations the key challenge will be turning this data into insight that can drive performance improvements. Mike Shaw, head of media, comScore UK
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Located in North West England, Click Consult is a multi award-winning digital and search marketing agency with a focus on organic (SEO) and paid search (PPC). Part of global consumer brand business Ceuta Group, we have a team of 70-plus specialists and a portfolio of more than 60 clients worldwide.
We provide a range of complementary services, including content marketing, social media and analytics, as well as offering training and consultation to support your in-house team or existing strategy. Our agency is a Google Premier Partner, and a Microsoft Advertising Select Agency Partner.
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