Web Analytics Set-up
Many organisations only have a basic web analytics set-up, capturing pages viewed but minimal data on visitor website interactions or further details on the content that is being viewed. This limits an organisation’s ability to extract high quality intelligence from their web analytics tool, intelligence used inform business decisions which improve business performance.
L3 Analytics’ Web Analytics Set-up project is a reduced version of the complete Web Analytics Foundation project at a similarly reduced cost. It does result in a strong implementation and configuration of a web analytics tool but this is not supported by training or dashboards that assist in spreading the use of web analytics throughout an organisation. The set-up is also based on a best practice approach for business intelligence requirements from L3 Analytics instead of sourcing these requirements from key internal stakeholders.
Web Analytics Implementation
Organisations will need to upgrade their web analytics implementation in light of the recommended business intelligence requirements. Code will need to be re-implemented in a consistent manner across the entire website, capturing all key website interactions and additional information about content viewed. This will lead to a clean view of the data providing valuable insights that can be used to improve performance.
L3 Analytics will provide a clearly written document for the website development team containing instructions for this redeployment of code. Recommendations will be directly related to the identified business intelligence requirements. Limited support will be provided to this team by L3 Analytics via phone, email and in person to assist in any issues that arise. This support will be strictly time-boxed.
Tagging All Marketing Campaign Links
All campaigns links need to have web analytics campaign parameters added to their landing page URLs. This should include any links the organisation has control over including social media and redirects from vanity URLs/QR codes. Excel tools can be provided to minimise the resources required to add these tags.
Adding these campaign parameters will enable your organisation to identify the originating source of website traffic and to investigate and compare the performance of different channels, campaigns and links. The task will include defining a naming convention so that links are clearly identified.
Web Analytics Configuration
Web Analytics tools need to be configured correctly to maximise the intelligence they provide, complementing the web analytics code that has been implemented. This may include setting up funnels, defining the data to be included within reports, defining additional traffic sources, etc.
The configuration work will be performed by L3 Analytics but it is important that your organisation understands what has been done. A document will be provided detailing your web analytics configuration.
Timelines and Cost
The key dependency for this project is the availability of developer resources to upgrade the implementation of web analytics code on the website. With these resources available, this project could be completed in between 2 and 6 weeks.
The cost of this project is obviously less than that of the Web Analytics Foundation project due to the elimination of three tasks. However, the time required to understand the nature of the website and how visitors use it is not impacted along with the time to produce documentation. This project typically carries of a cost of £2,000 to £3,600.Compare with Web Analytics Foundation