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Best Practices for Web Analytics Governance: How to Structure Internal Resources to Ensure Success

• Tags:
• person,
• analytics,
• optimization,
• ownership

Overview Who owns Web analytics in your organization? More than one person? Less than one person? Better yet, who “owns” the Web site? Many companies haven’t designated a single point of contact to oversee the entire Web site, much less the Web analytics program.

Industry analysts such as JupiterResearch have noted that the key to e-business and Web analytics success lies in assigning ownership and establishing accountability, involving key stake holders, and giving the entire organization a reason to care about your Web data. While many companies have successfully embraced this philosophy, a significant percentage of large companies have not. Rather, they create inefficiencies by not committing an individual or group to manage, mediate, and prioritize the e-business measurement and optimization needs of multiple departments throughout the organization.

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