I’m sorry I missed last week’s eMetrics conference in Washington, D.C.. Avinash Kaushuk presented and posted the highlights on his blog, Occam’s Razor. There are some strong insights here, especially useful as metrics/analytics come under my management in the weeks to come.
“Web Analytics is “rear view mirror” analysis, by the time you get the data, even in real time, it is already old. This complicates things quite a bit. In order to get ahead don’t wait until someone stops by asking for a report. Get ahead of the game. Attend strategy and operational meetings. Be aware of what the upcoming changes are to the site or your campaigns or acquisition options. Before you are asked have a plan to analyze the impact and proactively present results. You will win kudos and you would, because of who you are, have provided better analysis than what might have been asked for (or worse they might just keep doing stuff and never know if it works).”