There are two major problems with web presence analytics; theyre either non-existent or too complicated. Many people may be against using web analytics because it not only measures success it also measures failure. Someone in charge of marketing might be afraid to use web analytics because it would prove the failure scientifically. Avoiding web analytics because it shows failure is the wrong attitude. We learn from our failures and we must welcome the opportunity to gain knowledge of them.
There is a lack of skilled employees required to manage, distribute and analyze Web analytics. Historically, web analytics was developed by IT for IT. The people using them were comfortable with dealing with raw data. Web analytics tools have been designed to be interpreted by technical personnel. There was little regard for people without technical skills. As a result, the rest of the organization has become alienated from analytics. A good web analytics solution has to be easy to understand for any member of the organization. One of the biggest misconceptions of web analytics is that it needs to be complex.
Often, web analytics generate a huge amount of data. The end result is...
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