It is easy to implement a web analytics solution and then forget about it. Since web analytics does not run on autopilot, and it would be worthless if nothing is done with the acquired information. The optimization phase would allow analyst to create a define set of data point so the website data has a point where captured metrics could be benchmarked.
In optimization, web metrics data turns into an actionable data. What was analyzed is put into action to promote enhancements to better align the website to the business objective. Every change to the website, every design decision, every new feature should be analyzed in comparison to what the actual state of the website is and what the expected future impact on the site will be.
Once the change is made for optimization, it is necessary to measure the impact of the change and determine how it compares with expectations. This concept will allow optimization phase to be the final point in the web analytics life cycle, and act as a foundation for the next version of the life cycle.
In optimization, web metrics data turns into an actionable data. What was analyzed is put into action to promote enhancements to better align the website to the business objective. Every change to the website, every design decision, every new feature should be analyzed in comparison to what the actual state of the website is and what the expected future impact on the site will be.
Once the change is made for optimization, it is necessary to measure the impact of the change and determine how it compares with expectations. This concept will allow optimization phase to be the final point in the web analytics life cycle, and act as a foundation for the next version of the life cycle.
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