Executive Summary (This is a document excerpt)

To maximize their Web analytics investments, more companies are hiring Web data specialists. In spite of that, many analysts say they still spend the bulk of their time responding to fire drills that keep them from high-value activities like user education, advanced analysis, and experimentation. To get out of crisis mode, firms need to plan and implement systems that: 1) handle everyday data needs with minimal effort, and 2) allow them to manage new requirements and one-off data requests with consistent processes. Despite the potential for Web measurement plans to end up as shelfware, firms should still go through the process of writing them down. Why? Because it forces stakeholders to clarify their ideas and can uncover hidden assumptions that lead to problems later on. To ensure that these plans don't become shelfware, Web data owners need to include a process for continuous improvement that adapts what they're doing today based on lessons learned and emerging trends.

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