It seems that some (notice I said some, not all!) higher education web professionals still don’t think using web analytics on their site is useful.
Why do I think this? It became apparent after a couple conversations during the HighEdWeb conference I recently attended in Milwaukee. First, let me say that this has nothing to do with the conference. It was a fantastic conference and I learned a ton from the great presenters and attendees. I would go again in an instant.
More than once, however, I found myself in the midst of a conversation about how using web analytics is pretty much “useless.”
I doubt that the people in the conversation had any idea who I was (who would?) and that I was actually presenting at the conference about web analytics (both conversations took place before the presentation). So, I decided to keep my mouth shut and just listen. I wanted to see *why* they thought web analytics was useless on their sites before I jumped in to defend the practice.
Conversations like these happen all the time. They could have very easily happened at any of our campuses. In any of our offices. I’ve heard it all before and I’m sure I’ll hear it many times again. So, I’ll bring up some excuses I heard and offer some recommendations.
So … here goes …