Web analytics provider WebSideStory is focusing its efforts on bolstering its worldwide professional services organization, adding a senior executive to implement upcoming changes to its offerings.
The company had previously provided optimization services to its clients, helping them deal with technical issues of implementing and using its HBX Web analytics services. That practice starts by identifying important metrics, planning their measurement, and analyzing results.
The company has hired industry veteran Warren Raisch to lead a professional services practice that will focus more on the business issues behind the processes, said WebSideStory CMO Rand Schulman.
“It’s difficult to teach someone the content of how to use the software without understanding the context in the use of that software. Warren will be creating the context for the use of that software,” Schulman said. “In this case, the context is the identification of business goals. The content is how to use the functions of HBX to best achieve those goals.”
Raisch has been named senior VP of professional services. He previously led the consulting practice at content management firm Interwoven, as well as senior positions at Digitas and MarchFIRST.
“What the category needs are people who are familiar with building business process and business value into Web activities. Warren has demonstrated that he can build those processes,” Schulman said.
Raisch’s team will be responsible for creating programs that help a client site define its business processes, establish site goals, and use HBX to test and optimize against those goals, he said. Some of those programs may include using HBX to increase conversion rates, revenue or lead generation, or to decrease shopping cart abandonment, Schulman said.
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