26th June 2006 So Why did Logan Tod & Co join the Web Analytics Association?

Logan Tod & Co is a real power user of web analytics since we tend to initiate all site improvement projects using data to understand visitor behavior. Our conversion improvement consultants and analysts use web analytics tools from Webtrends, Nedstat, WebSideStory, Google Analytics, Speed Trap, Fireclick to mention but a few! The insight these tools provide into what people are trying to do on a website, where they are failing and the effectiveness of marketing campaigns can be fantastic if handled correctly.


All is not however totally rosy for the user of web analytics, and three issues in particular have lead us to join the Web Analytics Association.

• Standardisation and agreed terminology is the first issue that needs to be agreed - what is a 'page view' for example? All these tools measure it slightly differently so comparing results is very hard, and it leads to a very misleading accuracy battle between vendors that limits the industry and confuses customers. We are going to support the WAA in the development of standards as it will ultimately lead to better tools that deliver greater ROI to customers.
• Cookies are currently essential to accurate tracking and this is a growing problem. We don't trust companies with our data, so we delete tracking cookies, use programs to block them and ask government to tighten the law against them. This issue is not going to go away, and the WAA is addressing it through lobbying government, working with anti-spyware companies and ensuring privacy is central to all analytics activity.
• Lack of good educated web analytics staff will hamper many organisations in the coming years as the value of this particular form of consumer behaviour study becomes recognised. The WAA is leading the way in developing courses and encouraging educational establishments to add web analytics to many marketing courses.
  

We hope that both our financial contributions and effort we will put in to supporting these objectives will lead to a better business environment for Logan Tod & Co and will help our clients generate a better return on investment from their web analytics tools.

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