Australia's Ultimate Marketing Technology Almanac Oct 2015 | Page 14

Five point plan
In its recommendations to clients Gartner suggest
IT leaders heading or supporting Web analytics
initiatives must:
• Encourage the appointment of a business executive champion to drive the analytic culture.
• Create a training program that teaches
employees, mainly business users, how to use
the products in their particular roles.
• Ensure IT supports business users in the areas
of instrumentation, data integration, process
management and complex report generation.
• Consider consultants/professional services
(external or from a vendor) to overcome technology hurdles in using the tools.
• Complement traditional Web analytics.
“Although Web analytics for marketing is a
mature category, significant innovations continue
to occur, particularly in advanced analytics features. Support for new channels and formats, such
as mobile and video, also continues to evolve.”

014