It can be a provocative question, not because it is difficult to answer but because it is fundamental to beginning the conversation around the goals of your web presence. That conversation, which begins with a simple question and ends with overall organizational alignment on goals, objectives, and key metrics, is critical to success with digital analytics. It is a question that every stakeholder in the organization’s website, from the top to the bottom of the org chart, should be able to answer nearly identically within an organization that is focused on using analytics to drive value.
“Why” is also a great question because it exposes different perspectives across the organization. A recruiter is focused on how the site can attract qualified applicants. An investor relations professional wants to make sure regulators, potential investors, and the financial media have the information that they need in order to drive a fair market value for their company. These secondary goals and others like them are important considerations when articulating the goals of a site.
It sounds simple, but alignment is difficult. Getting to the “Why” of a web presence has nothing to do with statistics, reporting, testing, or tools, but it is one of the most important things that a digital analytics team does.