Going back to many years ago, web analytics initially started from log file analysis to support IT and programmers to help them debug issues on the server.
Recently, I have been working with web developer for one of our new site. It is always nice to be working with a developer who is sharp and with full of interest for web analytics. These developers work so hard to help us web analysts get proper tracking into the site. This article is a bit of a dedication to those who help us analyst get the data that puts bread and butter on our table.
Here are some scenarios I would like to highlight where web analytics will work very closely with IT/programmers and integrate to drive better web site experience for your site visitors. (I only highlighted the things that came up in my mind at the time of this writing, and skipped the obvious part, implementing analytics tag.)
On Site Search
It is common to find more major enterprise to invest in on-site search (or internal search) technology. An example is Google Search Appliance. Obviously, the IT team in your company would be installing this to the server.
Web Analytics analyst should get involved in this, because even if the appliance has some nice data around what people are searching on the site, web analytics application should have standard metrics relating to the search results, and eventually assess behavior data and impact to the outcome (bounces, orders, revenue, and many other interactions generated from on site search).
Depending on the search results and the outcome, web analytics analyst should work closely with the IT in optimizing the appliance, so relevant search results are given to your site visitors. Potentially what you do in this optimization can impact the outcome as well.
Error rate
Launching a new site, replaced shopping cart, replaced old products with new, ending a promo, etc. For whatever reason, there are chances that your site visitors are landing on error page or page showing that the content is not available. Typically the server will send back a 404 error message. That is why it is usually error pages are referred to as 404 error messages.
The majority of Web Analytics applications have the capabilities to track such visits to error pages. Web Analytics analyst should know what is the % of error page served. Hopefully you are aiming for 0%. Understand where visitors are coming from to arrive at the error page, and with what URL.
All this information will help your IT folks to set up a proper redirect, or even get communication started with product/content managers to serve or activate relevant content to replace that error.
This is a great article on 7 Ways Of Handling 404 Error Messages. Checkout what some companies have done to address 404 error messages.
Redirects
Major corporations investing heavily on online/offline campaigns are likely to be setting up redirects to direct site visitors to relevant landing pages. Redirects would most likely be set up by IT, and web analytics would be working with the marketing and IT folks to set up appropriate campaign tags to assess marketing efforts.
It is not only important to assess the campaigns/redirects, but to understand if there were any impacts when redirects were taken down or if redirects' usage has changed (re-using old redirects for new campaign, etc.). Having a transparent communication process in place for managing redirects would be crucial to a success in web analytics practices.
Other Area of Technical Web Anlaytics
There are many other web analytics data that will help programmers and IT folks to understand what system environment the site visitors are in. Some of the metrics are Browser Versions, Operating Systems, Connection Speeds, Flash Versions, JavaScript Versions, etc.
It might be a good idea to sit down with the IT and Programmers before any major releases take place, and review if any upcoming programming or changes in infrastructure could impact site visitors or customers' site experience.
Sharing Results with the Programmers and IT
Programmers and IT folks deserve to know the results, too. When web analytics analyst creates report for managers and key business groups, it would be great to share the results with the technical people as well. I had the privilege to work with smart IT and programmers in the past, and sharp technical folks ask brilliant questions which in many occasions should have come out of marketing managers.
Having a conversation about optimizations and exchanging ideas with technical folks can benefit web analytics analyst in many ways. For example, having their resource to tweak on-site search and increase revenue can definitely make our contribution to business shine.
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