Criteria for assessing which Web analytics solution is right for your business.
Clarifying the issues involved in managing and measuring Web analytics is critical to e-business success. My goal isn't to recommend one product or another. I want to arm you with the right questions so you can make up your own minds.
The four basic factors we use to evaluate the best provider follow, with a little added detail. They'll help you determine which is the solution that best meets your needs.
Product Breadth and Depth
Company Track Record
Jim Novo, with whom I wrote an e-metrics guide, says:Instead of constantly having fights about the technology, let's get more people using it intelligently and successfully. Let's talk more about "how" instead of "which" software or Web site analytics will be the next CRM: all about the software, instead of what can be accomplished with it. Back in 1998, I used a primitive, engineering-focused log analyzer and used some key direct marketing principles to create metrics that helped me increase the conversion of visitors to buyers.
Any analytics solution is a tool. Imagine a paintbrush. You can use that brush to paint your house or to create a painting. You can paint a mess or a masterpiece. The primary variable is you and your capacity to use the tool.
Disclosure: This column's sponsor distributes my report, "The Marketer's Common Sense Guide to E-Metrics," and I co-host its New York user group. However, I receive no monetary benefit or other incentives from the company.
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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