We all do.
Why? For starters few of us have the time to spend performing in-depth analysis of our marketing activities. However quick reviews of the data result in shallow insights.
A web analytics framework combines set performance indicators for your marketing and website, a sound measurement methodology and processes to assess and diagnose fluctuations in performance.
A well-designed web analytics framework removes a lot of the guesswork from you analysis. It helps your organisation standardise its approach to tracking, analysing and optimising its digital marketing. It also importantly ensures that your organisation agrees on naming conventions and metrics.
In this article I have outlined the five key reasons why you need a web analytics framework.