Web analytics governance is just one facet, one team, in the bigger picture of web marketing governance.
While web analytics governance is exclusive to the team responsible for the tool and
(sometimes) reporting, web marketing governance is about getting the whole marketing department aligned.
Web Marketing Governance example
Team – Process
Marketing – creates the ads and the business success measures
Ad Operations – Flights the ads with tracking codes
Web Analytics – Implements and maintains tracking tool
Business/Web Analyst – Generates reports and insights
At the level of web marketing governance, we are talking about the management of the people and processes from campaign creation to operation and executive reporting levels.
Governance, at the very least, should answer these basic questions: (more…)