So, you just spent thousands of pounds acquiring the most fashionable web analytics tool, hired a very expensive Web Analytics contractor to set up a tagging strategy and utilised the skills of an in-house developer to implement the tool – excellent! But now, the contractor has left, the in-house developer has moved onto another project, you’re faced with a bunch of numbers, an endless list of business questions and one, or maybe two analysts who are spending, about 90% of their week, churning out reports to stakeholders – hmmm, that’s not a great position to be in, let alone a way to gain valuable insights from your tool.
So, what should you do?
Well, this is where Avinash Kaushik’s 10/90 rules comes into play, which states, that for every £10 you spend on a web analytics tool, you should be spending £90 on the people to analyse the numbers i.e. a company spending £50k on any paid solution, such as Adobe (Omniture) and Coremetrics, should be spending £450k on a team of web analysts to analyze and gain valuable insights, considering that a web analyst’s typical daily/weekly role is split into the following categories:
Often, companies either are not aware of or forget the above, leaving the analysts to spend between 50-70% of their time on reporting, and just 30% for analysing, optimising and seeking out new opportunities.
It is therefore vital we all keep the following in mind:
- to get the best possible value from the web analytics implementation, we need to ensure the tagging strategy, at the very least, answers all of the business questions
- we need to keep the costs of the web analytics tool & consultancy expertise down: £10
- we should invest heavily in intelligent resources/analysts: £90
- success comes from the brains behind the people as that is where you will gain key insight analysis and not the tool
Remember, the tool assists the people to gain actionable insight.