Web Analytics in Europe XII

Four questions for Dag P. Svendsen

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

I spend 30+ hours a week on web analytics.

What’s the biggest challenge for you regarding web analytics?

I believe that the biggest challenge is related to the still limited accumulated corpus of knowledge in the field of applied web analytics. Therefore, I welcome Web Analytics Association’s efforts to create a community of web analysts, and a forum where we can share experiences and discuss theoretical and practical issues.

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

My organization is continuously expanding the use of quantitative data in order to construct a basis for making data-driven business-decisions. The company has been using business intelligence platforms and quantitative data for years in order to know the customers; know, we’re also using web analytics and advanced web analysis and data mining techniques in order to make business decisions.

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

Due to the lack of solid quantitative data and academic research we must rely on (often undocumented) survey reports available on the web, and on gut feeling when assessing the impact of cookie deletion/blocking. Some surveys report that as much as 40% of web users delete cookies on a monthly basis. Clearly, if we are dealing with this amount of missing data, the reliability of visitor behaviour measurement over time will necessarily be seriously affected.

Dag P. Svendsen works as an analyst for Komplett and is also involved in Prosjekt Peru.

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