With data volumes that are booming exponentially, as well as diversifying analytics user profiles, the democratisation of web analytics is in full swing.
A recent Gartner study emphasises the omnipresence and essential role of digital analytics within companies: “Every business is an analytics business, every business process is an analytics process, and every person is an analytics user.”
Gartner also affirms that marketers are transforming into true web analytics experts.
It all sounds good, doesn’t it? But what actions should you really be taking to democratise your web analytics?
Read on for a few ideas.
The reality on the ground
Whether it’s for managing stock of an e-commerce site, optimising booking availability for a hotel reservation site, managing HR (human resource) activities, or improving marketing campaign performance, it’s necessary to rely on digital data.
Today, all departments within a company are hungry for data. New types of decision-making users are emerging – and they’re usually web analytics novices.
To get the data and expertise they need, they’re turning to digital analysts.
The result? Digital analysts are under pressure and overworked by ever-multiplying requests. As a consequence, serious bottlenecks are slowing down the decision-making process.
Free the digital analysts
The challenge here is to give these new data consumers enough independence and autonomy so as to liberate web analysts and free up their time.