Best Practices Emerge from the Chaos of Digital Marketing Metrics

Web analytics have been around for the better part of the last two decades. But for many businesses, online analytics teams remain cloistered in their organizations, disconnected from the broader marketing group and lacking a true voice in strategy planning. Newer initiatives focused on social media measurement are equally isolated.

Why is it so important to break down the silos between digital analytics and the rest of the marketing organization? Companies that have successfully integrated digital measurement into their marketing programs are better able to demonstrate the impact online and social media marketing can have on the business (

Companies that have figured out digital analytics’ proper role within marketing are the exception, however, not the rule. Typical organizations may have a Web analytics team that has grown organically over the years, from one or two techies with part-time analytics responsibilities to full-blown staffs with a variety of responsibilities. Some digital teams report to marketing, others answer to the IT department. In most cases, however, these teams are not fully integrated with other parts of the business, or even the function in which they reside. They have their own metrics (page views, visitors, time spent, bounce rate, and so on) and inward-focused objectives (e.g., improve search optimization, increase website satisfaction).