Web Analytics Steering Committee: It's All About Governance

From Shane Atchison at ClickZ

In my last column, we saw how a fictional CMO finally aligned his team to improve accountability and get more value from his Web analytics data. As part of that effort, he established a 12-month series of mandates. Mandate one requires the creation of a site analysis steering committee, led by the marketing organization and including members from across the organization.

Sounds easy enough, but how can you ensure such a committee will be successful? I've often noticed that even when organizations establish a site analysis steering committee, it often lacks the people, resources, and influence to make a difference.