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E-Commerce News: Web Services: Manpower, Not Money, Stuns Web Analytics Newbies

"Many Web site managers interviewed for its report had little experience designing metrics programs when they were first given responsibility for Web analytics, according to Forrester. As such, it said, they lacked a frame of reference for estimating the steps involved and the time each would take to complete.

"The first time you do anything new, you're not familiar with what's involved and how long it's going to take you," the author of the report, Senior Analyst Megan Burns, told the E-Commerce Times."

Time and patience should be built into the definition of web analytics. 

It can be very difficult to give accurate time estimates when beginning an analytics project.  There are a number of factors that must be considered when taking on a new project.  More often than not, each factor involved is just as unique as the project taken on.

Here are a few of the time consuming factors in web analytics:

  • data collection and movement
  • modification of server configuration for log files
  • importing, rotation and backup of log files (size matters!)
  • JavaScript implementation - often this is more than just dropping in a script
  • first party cookie implementation (code and server setup)
  • excluding internal traffic (finding all IP addresses involved)
  • page development - for conversion tracking
  • set up of analytics program - software and/or web based applications
  • define KPIs
  • setting up page tags and/or labels
  • visitor segmentation
  • import campaigns
  • crunch data - this can take hours, days or weeks

All of this and we haven't even produced one report, nor have we truly analyzed squat!

Whew…I need a vacation!