Navigating Diverging Analytics Solution Landscape – Internet Marketing Conference

Posted • December 7, 2009 • 5 Comments

Navigating Diverging Analytics Solution Landscape – Aaron Gray – Greater Returns

On the Edge – Diverging Analytics Solution Landscape is the 2nd offering of the Track 3 series.

Aaron is leading with the definition and history of web analytics.

Web analytics is the tools and technologies about the behavior of visitors to your site. IT, in the beginning, controlled the web site and analytics. Hits were the only information available… the web is strategic.

(Post from Search Engine Optimizician.)

Digital marketers and managers face an expanding range of choices when deciding on an analytics solution to measure, optimize, and manage online marketing activity. While the historic market leaders are good choices for “enterprise”-level need, a range of niche solutions, which often do it better than the enterprise players, has emerged to address specific needs. In this session we discuss how to navigate the range of solutions and how to determine which solutions are right for you.

Web date is part of something much bigger…
Vendors open APIs…
Meanwhile, out in the garage…
Entrepreneurs and innovators note the complexity…
… Nascar Slide (slide with many logos) …

Picking a solution can be hard
Enterprise Software vs. Specialized
Growing category of software solutions = analytics and marketing marriage.
Woopra has a WordPress Plugin. Just installed it.

Aaron is going through each of the solutions one by one giving us a pros and cons of each.

Analytics should be about performance as related to your business objectives.

How do you find your way and which one do you need?
Why do I measure?
You cant manage what you don’t measure.
Deciding what you measure is the most important part of the solution.
How do you prove the value of what you are doing with the analytics?

Visitor behaviors connected to the business objectives are the most important.
Indicators that reflect the things you can directly or indirectly impact.
This often means defining your business objectives clearly for the first time!
Sometimes you have to go with your gut. (Senior NCIS Special Agent Leroy Jethro Gibbs comes to mind. )

Questions to Ask Yourself

• Who is the data for?
• What insight do they need to be effective at their job?
• If I could only have one measure of site performance, what would that be?
• What would my VP or CEO need to know to understand the value the site contributes?

Focus on the Goals -Get out of the Weeds!

Late,
Gary Pool

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