In my mind, there are two key ways to mess up website reporting: No reporting at all and Useless reporting. The difference between web reporting and web analysis is simple: interpreting data, understanding context and recommending actions based on the data. This takes a completely different set of skills than simply pulling data and producing reports.
When I talk to business leaders about whether their digital marketing strategy is performing, I sometimes get the same emotional response:
Anger because they have spent money on digital marketing but they don’t understand what they got for their money.
Disappointment because they have to confront the reality that they don’t know what their digital marketing goals should have been.
Frustration because they don’t know what to do next.