Does Web Governance Encourage More Efficient Operation of Digital Analytics?

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Continuing on with Part 3 of this year’s Profiles in Analytics – Does Web Governance Drive Analytics…or get the whole analysis, survey data and digital analytics profiles at Semphonic.

Does Web Governance Encourage More Efficient Operation of Digital Analytics?

Digital analytics teams in organizations with Web governance appear to be more efficient in serving a larger stakeholder base than those that are in organizations without Web governance. While staff size appears to be somewhat smaller in Web governance oriented organizations, there appears to be slightly more management expertise. The experience of digital analytics team management coupled with overall organization Web governance could contribute to a more process oriented approach to serving stakeholders. This would enable more stakeholders to benefit from the use of digital analytics services.

In addition, stronger management of digital analytics teams could also lead to a tighter definition of roles and responsibilities within the team. This could foster greater specialization among team members that could be manifest in more efficient completion of tasks.

The Details

Digital analytics teams in Web governance-oriented enterprises appear to serve more stakeholders than those organizations without Web governance. As indicated in the chart below, digital analytics teams in organizations with governance appear to serve more stakeholders in all categories except one.

Of course, some of the difference in stakeholders served can be attributed to organization size…larger organizations have more stakeholders. However, the research suggests that the influence of Web governance on staff size and management experience also plays a role in how many stakeholders are served.

Analytics staff size. Organizations with Web governance had twice the percentage of large staffs with 10 or more people. However, these enterprises actually had smaller staffs than did organizations without Web governance in the mid-range (2-10 staff size).

Digital analytics management experience. From a title perspective, managing a digital analytics team is largely a middle management function, with Director and Manager the most frequently indicated titles.

However, it is in the area of both analytics and management experience where there are potentially significant differences between teams in organizations with and without Web governance.

Organizations with Web governance tend to have managers with more management experience than analytics experience. Organizations without Web governance tend to have managers with more analytics experience than management experience. A significant plurality of organizations, 30 percent, has managers with both ten and more years of analytics and management experience.

This overweighting of technical and management experience appears logical in context with the characteristics of the types of digital analytics teams one finds in large and Web governance-oriented organizations vs. those that are smaller and not inclined to Web governance. Managers in large organizations appear to be more involved with strategic and operational functions; in smaller organizations with less staff, managers are in a more practitioner/manager role.

Is there an approach that works better? If there is an organizational strategy to scale analytics across the enterprise, than having more experienced managers who know how to manage programs and staff and are comfortable interfacing with senior leadership makes sense.

Next week: Are Web Governance Oriented Organizations “Better” at Using Digital Analytics?

Get the entire research at Semphonic.

Republished with author's permission from original post.

Phil Kemelor
In his role as Vice President of Strategic Consulting Services, Kemelor helps companies deploy and use web analytics successfully. Kemelor, a noted author and speaker on web analytics, is a former journalist, marketing executive and 14-year Internet veteran. He has 10 years of experience in web analytics and previously headed the web analytic program at Bell Atlantic. He co-founded and served as Principal Consultant for the web analytics consultancy at NetGenesis, one of the first web analytic software firms and led engagements with a number of Fortune 500 firms.

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