5 Reasons Why Web Analytics Projects Fail (and what to do about it)

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RoslynLayton

Technologie

Enterprise Analytics:
Problems and Solutions
Presentation 11. May 2011

Roslyn Layton
Senior Director at Klean
Silicon Valley Expert in Denmark
Evidenced-based marketing

linkedin.com/roslynlayton
roslyn@klean.dk

Agenda
• What is enterprise analytics?
• 5 reasons why enterprise analytics projects fail
• How you can succeed

5 Reasons Why Web Analytics Projects Fail
1. Cost
2. Lack of expertise
3. Failure of information
4. Bad news
5. Politics

How to overcome the problems
1. Budget rules of thumb
2. Get smart
3. Get the right culture and
the right leadership

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5 Reasons Why Web Analytics Projects Fail (and what to do about it)

1. Enterprise Analytics: Problems and Solutions Presentation 11. May 2011

2. Roslyn Layton Senior Director at Klean Silicon Valley Expert in Denmark Evidenced-based marketing linkedin.com/roslynlayton roslyn@klean.dk

3. Agenda • What is enterprise analytics? • 5 reasons why enterprise analytics projects fail • How you can succeed

4. Enterprise Analytics

10.

11.

12.

13.

14. Why Enterprise Analytics Projects Fail

15. Jeffrey Pfeffer

16. 5 Reasons Why Web Analytics Projects Fail 1. Cost 2. Lack of expertise 3. Failure of information 4. Bad news 5. Politics

17. Cost

18. Lack of Expertise

19. Failure of Information

20.

21. Bad News

22.

23.

24. Politics

25.

26. How to Succeed

27. How to overcome the problems 1. Budget rules of thumb 2. Get smart 3. Get the right culture and the right leadership

28. 90/10 Rule

29. 1/3 1/3 1/3 Staff Technology Consulting

30. Thomas Davenport

31.

32. Data ≠ Decisions

33. Data + = Decisions

34. Questions?