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Top 3 Web Analytics Myths You Shouldn’t Fall A Victim To

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The performance of a website is measured using various analytical tools. The data collected and the reports generated is then analysed to make required changes in the website design, layout, contents, images, offers etc. Customizing the website as per the requirement and interest of the visitors is a good strategy to keep the visitors hooked. This approach attracts the visitors to visit the website repeatedly.

The data collected will definitely help the marketer to make many strategic decisions but at the same time it should also be remembered that the data may get altered as per the changing trends. Using Web Analytical tools and the data collected should not be relied upon totally. The data may be used to get a general overview of the website.

There are few myths prevailing as far as Web Analytics is concerned and it is the marketer’s responsibility to not become a prey to these myths:

First Myth- Clean Data:

Web Analytics is definitely a tool which gives a thorough insight about the website performance, presence on social networking sites etc. It allows the user to determine the number of people visiting the page, the time spent on each page, the demographic details of the visitors, the device being used to access the website, page loading speed etc. These details can do wonders if analysed properly. At the same time, these data cannot be considered to be 100% clean. There may exist few discrepancies to this data as compared to reality. The reports generated can be the result of various factors affecting the analysis. The changes in the visitor’s behaviour may vary from the data or the report generated.

Marketers should not waste their precious time analysing these data and being completely dependent on such data. The marketer’s discretion is more important than any other external information. Web is all about not giving user the perfect data and there does not exist completely perfect data.

There are various channels or mediums used by marketers. These channels could be direct marketing, television, radio, internet etc. When the internet or web medium is compared to other different types of mediums, one should accept that web provides more date than others. This is the uniqueness of this medium. The data generated over web provides the marketer wider and deeper perspective when compared to other mediums but it must also be accepted that the data will not be completely perfect.

If the collected data is even 90% good, then the marketer should take the cue and their own discretion. There exists a famous saying ‘An educated mistake is better than no action at all’.

Second Myth- Obsession with Real Time Data

When an organization is looking for Real Time Data, then it must be prepared to make the changes immediately. Real Time Data represents the data generated through various analysis which would be used to implement certain changes immediately.

But many organization or businesses do not understand the real requirement of Real Time data and they end up wasting their time. If the organization is not going to implement the changes immediately, then collecting real time data does not make any sense. Real time data helps the marketer to generate tactical type of reporting rather than doing strategic analysis.

The web analytical tools will provide the organization or business the necessary real time data but it would be beneficial to those organizations who have a system in place to implement the changes automatically. So, one must determine if they require real time data or not rather than wasting their time and resources.

Third Myth- Web as any other medium

The third and the most important myth prevailing in web analysis is that the marketer considers the web as any other medium especially television. The marketers have a wrong understanding that they can throw lot of information randomly without analysing or understanding the viewers.

Web medium is totally different from other mediums. Web has got its own unique strengths, features and usability. Other mediums have their strengths and purpose. It is very important to understand this difference. The key features of one medium may not be available on other medium. Using the right medium for the right set of products or services will make a lot of difference.

The marketers need to understand this difference and act accordingly. One can optimise the marketing strategies as per the requirements. Web is all about providing the data, engaging with the customers, understanding the visitor’s behaviour, using appropriate social media for certain products or services, making the information available at the press of a button, bonding with the customers rather than simply marketing or selling etc.

The strengths of web medium should be channelized to get the maximum benefit out of it. Web Analytics is used to understand the strength of this medium even better. The data collected using the web analytical tools can change the direction of the marketing strategy. Businesses rely on this data to improve their online presence. The data generated will reflect the performance of a business on various online platforms. This clearly indicates that if the business wants to see favourable data, then they should strive hard to achieve their objectives. Marketers should be able to monetize the data that has been collected from the web rather than expecting the same data as from other mediums.

Web Analysis is a very wonderful tool and it has helped many organizations to change their business approach and helped them achieve greater results which otherwise would not have been possible. Manual interference can alter the entire course of action. There are many organizations who have their system in place which help them take quick decisions but there are also many organizations where human interference is sought to make the decisions. So, it is important to decide if the analysed data is going to be used as it is or will be altered according to the requirement. The data gathered using web analytics can mislead the decision. Thus, organizations should not fall prey to these myths.

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