Optimization
The results of the data analysis are processed during the fourth phase. Decision documents (reports) are created for the purpose of real-time support in the evaluation of results of strategic and operative management, and for the development of improvement suggestions. An intelligently installed reporting system makes sure that each associate gets exactly the analytic data he/she needs in order to evaluate and optimize his/her own area of responsibility.
For instance, if a trend should become apparent that online shop customers terminate the order process frequently in a particular phase, a new version of the ordering process can be implemented to counteract this tendency. Or: If the reports display a high bounce rate on the landing page, this indicates that the efficiency and pinpoint accuracy of the media strategy needs to be reexamined. A subsequent A/B test, for instance, can examine if the optimization efforts have been successful.
The optimization phase will also show if the strategy (step 1) was planned correctly and detailed enough. The reports will show what is working well within the Web Analytics process and where adjustments need to be made. Did we choose the correct metrics and KPIs to gain meaningful responses? Were the interfaces between the individual systems (e.g. with the CRM database set up correctly?
Web Analytics is a continuing process, which always has to be ready to adapt to the ever changing market. This is why the criteria (step 1 - strategy) should regularly be adapted to changing economic situations. The feedback cycle is completed.
