Web Analytics in Europe, Part VI (Three Questions)

Three questions to Raphael Nolens, eMarketing Manager at Pioneer Europe:

How many hours a week do you spend on web analytics in your organization?
I personally spend +/- 8 hours per week on analytics. And we have some excellent people helping us at our digital agency.

What’s the biggest challenge for you regarding web analytics?
Changing old-school marketing to performace-driven marketing. Convincing marketers and agencies of the need and the positive effect of accountability.

Would you say your organization is more data-driven than driven by gut feelings?
I try to focus on very simple and understandable metrics. In my experience these simple KPIs can do the job and it is really important that colleagues in other divisions understand what you’re talking about. “Less is More” is also true for eMetrics.