Web Analytics Consulting
There is an old saying ‘If you don’t measure it, you can’t manage it’. The challenge for many businesses though is to know what to measure and how.
Combining a range of research and web analytics services with years of experience in evaluating the effectiveness of both online and offline marketing strategies, web analytics at Foviance is insight-led, technology-agnostic, and results driven.
Not just how many, but how valuable
We believe that web analytics isn’t simply about data collection, but rather about information value; taking data and turning it into something useful, and actionable, for your business.
The Foviance approach to web analytics
Our approach is effective and pragmatic; designed to maximise value for our clients. Generally our analytics projects cover one or more for the following elements:
1. Define analytics strategy
The starting point of any analytics work is to develop an understanding and agreement of what we want to achieve, what we want to measure, and how. Defining a web measurement strategy typically involves:
- Establishing or reviewing online business goals and objectives
- Developing Key Performance Indictors (KPIs) and a “Metrics Framework”
- Reviewing existing data assets and the technical infrastructure
- Running workshops on measuring web effectiveness
- Developing a strategy for delivering KPIs including gap analysis to identify priorities
2. Select systems
Often the development of the web measurement strategy will identify the need for the business to either upgrade or replace some of their existing measurement systems and tools. We help clients with the process of selecting analysis systems and implementing them. Activities we may undertake with the client are:
- Writing of the business requirements document
- Drawing up of a short list of vendors
- Project management of the vendor selection process
- Project management of the system implementation process
3. Identify key journeys
To understand how visitors use a site we have developed a Customer Journey Framework. This framework comprises of three key components:
- Audience segments: understanding the different types of visitors to the site
- Intentions: understanding why people visit the site
- Content: understanding how the site is used and the consumption of different content
The key is to be able to link these strands together, i.e. to understand not only who is visiting the site, but also why and what parts of the site they use or don’t use. We use the framework to bring together a variety of analytical tools and techniques that may include analysis of customer data, quantitative surveys and analysis of site traffic behaviour. The result is strategic understanding of the way the visitors use the site and the core journeys that visitors are trying to make.
4. Monitor & Improve
Once a web measurement strategy is implemented, in addition to reviewing, analysing and acting on findings, it’s important to periodically review the system and provide on-going support to the organisation. Typically, this will involve:
- Regular analysis and reporting across multiple data sources
- Presentations and workshops
- Telephone support
- Knowledge and skills transfer
Get beyond simple numbers and start getting value from your data. We’re the UK’s leading analytics consultants.