Make the Case

As a web analyst at Lawrence Technological University, I believe there are a variety of reasons why our business needs a comprehensive measurement strategy.  The most important reason is that without an appropriate data to measure, it takes away our ability to make informed decisions. 

In Avinash Kaushik's, Web Analytics 2.0, he states, "a website attempts to deliver 3 types of outcomes: increasing revenue, reducing costs, and improving customer satisfaction and loyalty." In order to make sure that these important outcomes are delivered, the appropriate data must be collected, analyzed, and an action must plan developed accordingly. 

It is imperative to make sure we benchmark our efforts against peer institutions to do an apples to apples comparison of each school's website efforts. Benchmarking is a great practice that allows organizations the ability to look at themselves a bit more objectively. An important thing to keep in mind, is that data driven decision making saves time, money, and boosts the organizations credibility both internally and externally.  


Works Cited

Kaushik, A. (2010). Web Analytics 2.0- The Art of Online Accountability and Science of Customer Centricity. Indianapolis, IN, US: Sybex.