This is a question to all the web analysts out there in blogistan.
Question: What is the optimal design for a worldwide web analytics team within a company?
A) Centralize all reporting within a tightly controlled group and run that team with an iron fist?
B) Allow free reign of access to the tools and let the masses do their own analysis, cuz they probably will anyway?
C) Create a matrixed team across multiple Geographies with an analyst representing each major organization that touches the web?
D) Screw the team concept, do it all yourself
This is the quandry I find myself in at the moment. It may sound extreme, but I think the way you create the analytics team is key to making the web analytics meaningful and reaching the masses. I am currently opting for Option C, but it has its own inherent problems in that you have varying degree of expertise and roles, and its hard to have team meetings dealing with a million time zones.
If anyone has any suggestions or insight on an optimal design, feel free to rant…the floor is yours.