New survey says 60 percent aren't confident in web metrics

A new survey, The 2010 Web Strategy Report from iSITE Design, found that 60 percent of 268 respondents were not confident in their web metrics. What's more, many didn't know what to do with the data they collected. That's a shocking number when you stop to consider that the web enables you to measure success in ways other forms of marketing can't approach. Yet, these firms, which ranged from small businesses to Fortune 100 companies, report having trouble measuring and understanding how to use the numbers in a constructive manner.

In fact, the survey report states that 44 percent "rarely or never take action on data they do have." Consider that almost half of respondents say they don't use the data to take corrective action or better understand how customers are using their website. To me, that borders on incompetence, in terms of what a web team should be doing for a company.

The report found that it's not for a lack of strategy. Most companies reported they did have a strategy (and you would presume that would mean there were meaningful metrics in place to measure that strategy). Amazingly though, 13.3 percent reported they lacked any strategy at all.

Only 47 percent reported they could state with confidence that their web strategy was working--that somewhat aligns with the 40 percent who believe their measuring methodology is effective. It's mind boggling to me that, in 2010 so many companies are still floating when it comes to web strategy and that so many appear to lack a basic understanding of how to deal with metrics.

For more information:
- see The ISITE Design survey page

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