The biggest challenges with Web Analytics adoption are rarely the technology or the tools. Earlier this year, Econsultancy’s Online Measurement and Strategy Report listed top 11 barriers to effective online measurement. Technology was in last position. So where are the challenges hiding? They are in the organization, in the resources and…in the people & their entrenched mind-sets!
Challenge may even come also from where you would not expect it – from your business stakeholders – those for whom you directly work for! Are your audience prepared to face the truth? To become accountable? Or do they prefer to feign ignorance like the 3 monkeys(1)? After all what you don’t know can not hurt you, does it?
Welcome to the real world!
Imagine the following situation. An online marketer launches a new campaign microsite – a costly flashy one with HD videos, 3D CGI’s and spectacular design. The marketer is so proud of her/his creation, he/she shows it all around the place and especially to her/his boss. Everyone is impressed, the microsite even wins a web design award and the online marketer is more than happy – he is delighted! Now, how do you think she/he will react if you – the web analyst – come in with figures & facts that demonstrate that actually, the microsite is total disaster (from a business perspective)?
It is actually like parents: they are so proud of their babies who are the cutest & smartest in the world (here also I am talking from experience :-)). If you have friends who are parents and then you demonstrate them in a scientific & objective way that actually their kids are plain stupid and ugly, I am pretty sure they will not invite you for dinner anymore.
For business stakeholders, Web analytics is a (often painful) reality check in the beginning. It is saying “bye bye” to judgement based on gut feelings (welcome facts & figures!). Web Analytics is like taking the red pill in the Matrix movie – it shows them how deep the rabbit-hole goes.
In such perspective, do the business stakeholders really want to know? The answer sounds obvious but do not underestimate this aspect. In the poem “Ode on a Distant Prospect of Eton College” (1742), Thomas Grays said “Where ignorance is bliss, ‘tis folly to be wise!”. From there came the proverb “ignorance is bliss” i.e. lack of knowledge results in happiness.
You, as the Web Analytics, you will bring knowledge and potentially put an end to some people happiness. Hoooo you evil!
Don’t shoot the messenger!
In old uncivilized times, it was a kind of custom to kill messengers with bad news. I am really happy that such times are over as otherwise I would been killed… a lot! 🙂
As a Web analyst, you need to be prepared to bring bad news – especially when Web Analytics is new to your organisation. People gut feelings about their sites are often wrong. So be careful when bringing your bad news in the beginning. If you don’t, there is a risk that your stakeholders will start fleeing away when seeing you – like if you’ve got the Mexican flu.
This reality check is a necessity – no way to avoid it and it will often hurt in early stages. But people have to accept bad news – they have to know! Otherwise how the hell can they improve?
Communications skills are key!
Communications skills are often mentioned as an important trait of good Web analyst. I fully agree. Good communications skills are needed, not just for turning complex data into actionable insights but also in knowing how to bring bad news in a good way (so you don’t get killed).
You can’t just come in and throw the truth in your stakeholder face (and start laughing in an evil manner). Be positive & constructive – don’t come with your hands empty, show your values, emphasizes the positive aspects and most of all bring recommendations for improvements (look especially for quick wins, small but easy to implement). Show there is hope!
A personal experience example
Let me illustrate this by a personal example. Few years ago, one of our marketing departments was all ecstatic about a brand new Flash content, full of 3D CGI’s & animations (in a time where these were not so common). It looked really top-class! But being curious (another Web analyst trait :-)), I decided to analyse the data. The results were not what everyone expected. The report probably ended its short life in the shredder or got locked forever in a drawer (and the key got thrown in a lake)).
But together with the report, there were a series of recommendations – some were really basic ones. Some of these were applied on the similar project that followed. Guess what? Results really were much better. But we did not stop there, and in a true Kaizen way, we looked again at other smaller improvements to make the next one even better (and we did :-)). All in a sudden, the reporting became important and the marketing people started to ask for more because it helped them to demonstrate their progress and good performances.
The final words
As a Web analyst, you may be seen as the “bad” guy by many of your colleagues so be prepared to sometimes face resistance from where you would not necessarily expect it. Do not under estimate this “psychological” aspect. You will need to put your best communications skills to good use, turning yourself in a “good news” messenger. The best way to do this is to show your added-value by bringing actionable insights – not just figures. That is what makes you a good Web analyst!
Your turn now. Did you ever face such situations? How do your stakeholders react when you bring them bad news? What is your best strategy in such cases? Share your experience!