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 coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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