With a seven-step plan in hand to adopt Web analytics, a marketing executive asks how to get corporate buy-in.
Last month, I received a plea from a Web analytics specialist asking for suggestions on how to develop a plan to embrace Web analytics and site optimization.
In response, I offered him a seven-step plan to overcome roadblocks.
The executive has since followed up with me, asking for best approaches to get corporate buy-in as well. (Names and company info changed to protect the innocent.)
In part four, I'll respond to these issues.
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In 1998, Shane co-founded ZAAZ to advocate a different approach to Web services — one that respects and delivers on the power of the individual and the promise of Web technologies. As CEO, Shane leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, startups, non-profits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business.
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