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Topic: Student Questions
Creating Web Analytics Culture
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I am in the process of writing my master thesis with focus on web analytics from a business perspective.
My idea is based on what is needed to build a data-driven web analytics culture within an organization. Shifting the mind set of companies towards focus on actionable analytics is challenging. Without a web analytics culture, established procedures and a devoted team, even the best web analytics tool and report is useless. Yet, not many companies know how to execute this cultural change towards a more data-driven organization.
As academic research in the topic is lacking , I would appreciate it if any of you can guide me in the right direction . Maybe by suggesting some companies to look into or theory to read.
Thank you in advance!
Toni