10/90 Use Of Web Analytics

Introduction

Web analytics can serve as a critical tool for assessing the success of a website and identifying opportunities for improvement. The use of web analytics technologies has proven useful to many businesses, organizations and websites in the tracking of web users visits and buying behaviors. There is more to what can actually be done to truly unlocking the full potential of web analytics. In this essay, the 10/90 rule, how it is used and how it can be fully implemented successfully in achieving results for an organization will be examined.

The 10/90 Rule

The 10/90 rule developed by Avinash Kaushik states that “for every $10 you spend on web analytics technology, you should spend $90 on people with brains to analyze that data.” [1]. Kaushik developed this rule so as to derive the highest value from web analytics implementation. Kaushik elaborated that there are lots of data but no insights in analyzing them. So emphasis should be placed on hiring top notch talent to analyze and interpret this data. Studies have shown that companies who have great investment in web analytic

This shows that the ability to clearly analyze, report and understand customer’s on-site experience form the critical tasks an analyst must be able to perform. Kaushik in an article titled the 10/90 rule for magnificent web analytics success on Kaushik.net emphasized the importance of having skilled analysts by stating that “actionable web insights does not come simply from clickstream, you need to have people who are smart and have business acumen who can tie clickstream behavior to other sources of data/information/company happenings.”