Web Analytics in Europe X

Charlotta Öijer Thalén and Åsa Broberg, MyTravel Europe, answer four questions.

How many hours a week do you spend on web analytics in your Swedish organization?

We estimate it to approximately 10 hours but growing since we’ve just employed a web analyst (who hasn’t started yet).

What is the biggest challenge for you regarding web analytics?

We have in fact two challenges:

• Not to drown people in numbers. Deliver the right figures to the right person at the right time. Less is more.
• Moving from just looking at figures to understanding what they are saying and acting on them.

Would you say your organization is more data-driven than driven by gut feelings?

The web organization use gut feelings at the moment, but is slowly moving towards being data-driven. Other parts of the organization are very data-driven (sales, quality).

Do you consider cookie deletion/blocking to be a big problem?

Since it is a fact, you can’t really consider it to be a problem, can you? In fact we are looking at a tool that collects data by a filter on the web server, but that was not the main reason for selecting that tool.