After knowing the basics of web analytics in my previous article, its time to move on to know how to setup web analytics effectively.
Once we have the business goals set and we get the sign offs from all the authorities, our next step will be to technically implement it in the REAL WORLD!
Every business has mainly 2 types of goals when it comes to web analytics, one being General like Visitor analysis, Traffic analysis etc.. and other being Specifc for Business and LOB (Line of business) like Product analysis (for retail) , Policy analysis (for insurance), Campaign analysis (for ad agency or consultations) etc..
The configuration of tool requires a good knowledge of tool-specific parameters along with requirements.
Although the process of implementation differ from organization to organization, these steps below are considered to be most general and important before implementing a web analytics solution or design.
Enough with the intro, lets move on with the topic now:
Checklist before you setup web analytics solution.
1) Make sure that all the basic installation and configuration of the tool is done in either the hosted or on premises environment.
2) Check the connectivity of DB (Database) with the tool for a on-premises setup of web analytics.
3) Define all the custom metrics and dimensions inside the tool before you setup web analytics.
4) Have a perfect plan of backing up the data in case of any machine failure or up-gradation errors or sometimes, ‘Bad-Luck’!!.
5) Do some “Assumption Reversal” before you setup web analytics before you setup web analytics
6) Make sure that a round of complete testing (end to end) is done before giving a heads up. This should include minimum of page-tag testing, reporting testing, accuracy testing and tool performance testing.
7) Every WA tool vendor in market wants to excel itself and hence, each and every tool will have some unique features along with the general features. This is sometimes called ‘Special/Bonus Feature’.
8) Looking forward for Automation: This helps a lot in preserving accuracy, maintaining equity of quality, saves resource, reducing human errors and more over, saves a lot of precious time.
9) Proper documentation and steps followed along with best practices are to be maintained and updated as these will be the core skeleton for future tool management.
10) Last but not least, I suggest using the “updated” version of the chosen tool. There will always be many advantages and bug-fixes when compared to out-dated versions.
Well Hold on there…. You are not ready to jump up from your seat now!! These are just the “Must-Do” things. There are many more points and relatively good and essential steps to be considered before you setup web analytics tool. However, they all depend on “Goals“.
Leave a comment if you have any..!
— Shivanandana Hegde