Last evening the Boston Web Analytics Wednesday chapter held its monthly meeting. Eric Peterson was due to fly into town and dazzle the crowd, but was waylaid due to the storm on Sunday. I was invited to speak in his stead, (Eric’s stunt double as I like to call it). I presented the findings from a report that Jupiter will publish on the use of technology to improve website usability.
The key takeaway was that too few organizations are utilizing the technologies they already possess to improve the usability of their web properties. The challenge of improving usability repeatedly emerges as a top three objective for website decision makers, yet little definitive action is taken to affect change. Web analytics is the technology used most frequently as a quantitative measure for usability and it also proved to be most effective. I encouraged the web analysts in the room to take it upon themselves to think about their web analytics data from a strategic perspective and identify ways that the data can impact all facets of their sites, including usability. I also believe that the role of the web analyst is changing from tactical to strategic and those who create a data-driven organization with demonstrable results, will emerge as leaders.
Props go out to Judah Phillips for his undying enthusiasm towards web analytics and his efforts to pioneer the Boston WAW chapter. I am always impressed at the caliber of people that attend these events. From the BU college students who are way ahead of the curve in analytics knowledge, to the seasoned professionals, the conversation is always stimulating. If you are in the business of web analytics, be sure to attend a WAW event near you.