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Feb232009

Analytics Tool Administration and Configuration

Whether you have an existing web analytics platform, or are setting up for the first time, one of the most overlooked aspects of the process is the accurate configuration of the tool.

This process is what turns a web analytics platform from a tool that serves a reporting purpose to a tool that provides rich in-depth analytics capabilities that allow us to learn from our visitors and customers and develop optimisation programmes for us to get more value from them.

A common misconception, especially with free analytics tools such as Google Analytics, is that code can be deployed within 5 minutes and as soon as the data starts arriving we’ll be able to analyse the data. While the first part of the statement is correct on the whole, we will only get to the valuable data once we have carried out tasks such as:

  • Data filtering
  • Goal and funnel setups
  • Users and groups security
  • Dashboard, and report configuration
  • Defining segments and custom profiles
  • Campaign code management and audits

With enterprise tools such as Omniture’s Site Catalyst the process of configuration is considerably more in depth requiring a skilled consultant to manage server side processing rules, custom visitor segments and variable configuration together with customisation of site-side JavaScript.

At Insightr we have developed configuration processes that serve dual purposes of (a) streamlining the configuration process specifically for your business needs and (b) ensuring a linear process is followed systematically to ensure consistency in the methodology.

Example of process documentation used for Google Analytics configuration

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