The Intranet is the center of your organization. It defines the corporate culture, allows for collaborative learning as well as allows for unlimited workflow efficiencies.
Not much different from a normal site, however, your audience is COMPELTELY DIFFERENT, thus, the objectives you track will be different as well.
You sit on the segmented clickmap of your organizations workflow. Embrace it. Who is really engaging in that sales info. Is there a need to translate content. is the corporate balanced scorecard seen by all organizations? Is everyone pulling out of their 401K plan? Do you see excessive downloads coming from a “relocated” department?
While normally the CEO is trying to set this pace, you as an analyst have the power to do more!
WHY YOU SHOULD TRACK YOUR INTRANET.
Reason #1 – You are spending time, effort, money, ideas on it. Why not!
Understood, depending upon the size of your company this may or may not be true. Let’s say it is true. Intranet’s cost a lot of money. Expand this idea to your extranet and then you are talking true budget greenbacks, none of that internal IT money.
You purchase and worry about Intranet search, the help content, your HR information/collaboration, sales information. Now wouldn’t it be nice to offer the same analytics on that content as you do on the product page of your website? Do bounce rates, newsletter tracking (you get corporate newsletters, don’t lie), search terms not found reports ring a bell?
Reason #2 – Remember when there was low hanging fruit?
That might be gone. Analytics is hard work now. Unless you just launched your site you are now looking into behavior targeting, A/B testing, customer segmentation by now. Make those same changes on your Intranet (remember the improvement margins!!), and you will have a solid work plan for IT for quite some time. (think people will mind being busy in 2010 … think again!)
Reason #3 – Did I mention our how big my rack is?
Let’s face it. We love our large rackspace. No matter who you are, you know you get excited when Google announces another Gig of email space, even though you have only used 27% of what you have. Samething is happening across your Intranet servers.
“The Intranet must be up” and so each service has redundancy, a load balancer, and tons of space. Employees are saving everything on the Intranet to share. Several times over. Content is ALL OVER THE PLACE but only used twice and trashing search results. Depending upon your organization, a pretty large savings in a time where a penny saved is a penny earned.
There are several challenges though-
1) Start with the basics, you will make more friends. You are no longer working neck to neck with the marketing guy on raising SEO conversions. YOu are trying to convince sales departmerns or content editors to listen to insights from the intranet data. Very different conversation!
2) get ready to use hits again, and log files- and then defend their valued use. Remember, intranets thrive on file dls, video, and untagged areas.
3) you have the holy grail (100% registered users), and will notice the tools aren’t built for this. Warehouse is the way to go. Translate Visitors, Pages, etc with your corp. taxonomy
4) you have no baseline. No alexa, no ad metrics, no googleanalytics. When data gets strange, you better know the tool.
Now, while there are a few challenges, luckily there will be some easy quick wins. Remember the first time you reviewed yoru analytics, and the insights you were able to collect? The good times are back.
1) Hook up the Unique Vistors to your corporate database. Start to segment by role, discipline, etc.
2) improve search / purge ‘inactive areas’. This is probably some fairly dull (if not dead) content out there. If u want to improve your internal search (and trust me, everyone hates the corporate search engine), get rid of this content
3) define app usage – chances are hr, finance, facilities all have apps online now. See if they should be promoting it more or going back to paper.
4) influence the intranet homepage – chances are once u connect the data u have the best idea on the key areas.
5) Don’t – ab test, or beat on path analysis, and influence seo. The intranet folks don’t want to hear that yet. Don’t be an internal clog
No cookies, 99% accurate visitor counts, easy data integration. This is your dream! Chase it.
1) I manage an analytics service primarily for Intranet websites
2) My primarily client is Microsoft, we have a couple of collaborate products you might of heard of
3) I have not always worked on the IT / Intranet side of the fence. But enough to talk about it beyond the last year.
4) I like WebTrends. A lot.
CREDITS: to two people who work at the WAA Genius Bar. Jim Sterne and Angie Brown. Jim, thanks for giving me the inspiration during Xchange to keep going on this niche Intranet tracking ‘thang. Angie, thanks for writing a great article on Intranet Analytics … that I disagree with (see her blog comments). That drives passion!
Angie’s article, If you pay your visitors’ salaries, then it pays to optimize, was dead on. She makes another dead on statement. Organizations are luckly if someone “slapped a tag on it” referring of course to the Intranet site.