All those who have worked at companies which never used or do not use web analytics to make decisions about site changes, know how difficult it is to create a culture of web analytics. It is very hard. Building a culture of web analytics is a grueling uphill task.

After working with various client I have found that reasons for not using web analytics vary from company to company, some of the common ones are:

The first reaction of many newly hired analyst/analytics managers is to start talking about KPIs, reports, what web analytics can do etc. But before you start digging into the data and analysis and start to talk about KPIs, dashboards etc. you need to understand the root cause of why analytics has not been used in the past. Understanding and tacking those issues will give you a better platform to build the culture of analytics on.

Here are few things you need to do before jumping into KPIs

The goal of this exercise is to make people feel confident that you can truly help them make data driven decisions without jeopardizing their job. You understand their concerns and are willing to address them.

During this process you will also find out who all (groups/individual) are more willing than others to help you build your case and will provide you small wins that you can use to garner more support. If you have an executive support e.g. your bosses boss then leverage that to help you.

At the end,remember, every company is different. The culture is different, challenges are different, political structure is different so it is critical you understand all those elements. It is not going to happen overnight so be prepared for a long rocky journey.

Originally published at webanalysis.blogspot.com