Recently, Angie Fore, Cool Blue’s Certified Google Analytics and Google AdWords Professional, stopped in to listen to a seminar presented by Eric Peterson, founder of Web Analytics Demystified.  Here’s a recap of what Eric had to say about the seven deadly sins of web analytics: 

1. Apathy – Does Your Organization Care About Analytics?  The first step to getting decision-makers on board with analytics is to focus on what facets of web metrics do interest them – and then build a case of relevance.  Show them how the analytics tools you already have can help them leverage data by tying those tools into the campaigns and content already in use by your organization.  Be sure to analyze the data - don’t just narrate it.  Finally, show them how analytics can serve them by helping them spot anomalies, trends and implications.

2. Greed – Breaking the Information Silo.  Put a stop to information hoarding and facilitate data exchange in your organization by finding a common goal or using a fair trade mentality.  Sometimes, it helps to recognize that the people/process issues are sometimes more difficult to manage than the technology itself.

3. Gluttony – Stuck in Ad Hoc Hell?  Often, a glut of ad hoc requests means that the initial request didn’t produce the results the user sought.  Be proactive and cut down on ad hoc requests by using a report request form.  The goal?  To empower users to do their own ad hoc reporting.

4.  Wrath  – Avoiding the Kill-The-Messenger Mentality.  Sometimes the results aren’t what the higher-ups want to hear.  To avoid a kill-the-messenger situation, lead with the facts, being objective in an “us” rather than “them” fashion.  Be non-threatening in your approach; let them come to the resolution that there’s a problem.  And don’t forget: praise in public, but admonish in private. 

5.  Pride – Are You Using Data To Justify? Or To Inform.  Talk about how your organization will interpret a data point before you get the data.  Then follow a structured methodology to analyze it.  Remember, the process of analytics is more important than the data – so check out resources like Turning Numbers Into Knowledge, The Thinkers Toolkit and the Foundation For Critical Thinking to help understand the puzzle of analytics.

6.  Lust – Don’t Be Attracted To Just Another Shiny Tool.  To reap the benefits of a truly effective campaign, be responsible.  Create long-term plans that set realistic goals for your campaign, and then create a strategic road map that details how to get there.  Remember: the most recent or most interesting campaign isn’t always the most important.

7.  Envy – Just Another Excuse For Inaction?  The analytics game can quickly become overwhelming – which can stall even the most exciting campaign. But just because you can’t take on everything doesn’t mean you shouldn’t take on something.  A good idea is to start small and analyze what you have; often, these bite-sized insights can build some winning momentum.