The Balanced Scorecard is credited to David Norton and Robert Kaplan from Harvard Business School. The concept is to align Vision & Strategy into major groups: Financial, Customer, Internal Processes and Learning & Growth. Each group is then refined into Objectives, Measures, Targets and Initiatives. Quite simply it is a measuring tool.
In the words of British scientist Lord Kelvin- "If you can not measure it, you can not improve it."
Balanced Scorecard templates are available quickly with a simple Google Search.
What about a Balanced Scorecard for your Web Analytics?
Brian Clifton in his book Successful Analytics lays out the framework for a Balanced Scorecard for Web Analytics. We particularly like his structure of making the Web Analytics Balanced Scorecard resemble an Audit Checklist. You can download it free at his website. It has been our experience in working with companies and their Google Analytics that rarely does anyone question the structure or validity of how they are collecting data. His scorecard outline is listed below.
Common issues we see when auditing Google Analytics accounts:
- Google Analytics Account Setup & Governance- Filters to exclude Internal Traffic are not applied.
- GATC Deployment(Google Analytics Tracking Code)- Code is placed outside of head. Code has not been updated to newest version.
- AdWords Data- Google Analytics & Google Adwords accounts not linked.
- Site Search Tracking- Keywords searched are not used as business intelligence to enhance user experience.
- File Download Tracking- Event code not implemented to track downloads.
- Outbound Links- Not tracked.
- Form Submission- No Thank You page to validate from was submitted.
- Video Tracking- Event code not implemented to track how much of video was watched.
- Error Page Tracking- 404 redirects data not used to improve user experience.
- Transaction Tracking- Installation of 3rd Party transaction software that does show breakdowns in the purchase process funnel.
- Event Tracking- Events are not clearly identified as part of strategic goals.
- Goal Setup- Misunderstanding of the value of goals, particularly in B2B sales. No goals setup.
- Funnel Setup- Sales Steps are not clearly articulated.
- Visitor Labelling (Defined in Google Analytics as Custom Dimensions & Metrics)- While still anonymous(no personal information is shared) labels are not used to identify high value website visitors.
- Campaign Tracking- Failure to link email services to Google Analytics. Failure to have a nomenclature in place to clearly identify campaigns in Google Analytics. Failure to link Social Media campaigns. Failure to use Google's URL builder for custom campaigns.
We said all that to say this- tremendous business insights can be gained with the use of web analytics. Web analytics should be part of your business strategy. The use of a Balanced Scorecard for web analytics provides a measure of validity that the data can be trusted for data driven decision making.
Phil Wiseman is the Founder of Analytics That Profit.
He earned a B.S. Degree in Chemical Physics from Centre College in Danville, Ky. He is certified in Google AdWords, Inbound Marketing by HubSpot and Social Media by Podium. Analytics That Profit is certified in Google Analytics. He is also an ASQ Certified Manager of Quality/ Organizational Excellence and ASQ Certified Quality Auditor. This background in quality allows him to use proven methods and tools for continuous improvement to enhance user experience with your business.