 Tens
of thousands of companies around the world have
invested heavily in web analytics technology.
Thousands have also hired bright people to
run these applications. But for most, significant
return on investment fails to materialize in
a systematic and repeatable way.
Listen in to hear directly from author, educator,
and industry thought leader Eric
Peterson, how
you can bring a process-oriented strategic approach
to your web analytics efforts.
Recorded Live:
May 18, 2007
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Episode: Why Strategy Matters to Web Analytics - The Process of "Doing" Web Site Analysis |
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Segment 1: The state of web analytics technology
Years ago web analytics investments were differentiated along technological lines and different applications provided vastly different levels of functionality to the end-user. Now, web analytics technology is largely the same, varying by much smaller degrees, and comes at dramatically different price points ranging from "free" to "very expensive." In this segment we'll discuss currently available technologies and where Mr. Peterson sees vendor offerings heading in the near future.
Segment 2: The need for dedicated staff
In 2004 while at JupiterResearch, Mr. Peterson was the first analyst to clearly address the need for dedicated staff to run analytics applications. His report "Web Analytics: Staffing, Spending, and Vendor Selection" blew away the myth that web analytics technology was so easy to use that "anyone could do it successfully" and instead created the mandate to hire appropriately.
Segment 3: The Web Analytics Business Process
In Mr. Peterson's near decade in the web analytics market, more than anything attention
to process has propelled companies forward in their search for return on investment from web analytics. In 2006 Mr. Peterson called on the entire web analytics community to consider what he called The Web Analytics Business Process---a series of management and operational processes that form the framework for success with web data analysis.
Segment 4: How to get started: A primer on applying process to web analytics
Given all this, there are five CRITICAL management processes and five CRITICAL operational processes. In this segment Mr. Peterson discusses each.
Eric T. Peterson, CEO and founder of Web Analytics
Demystified, believes that the missing link is “process”— good
old fashioned attention to detail and rigor of
approach. He believes this so strongly that he
recently quit his job and founded a company based
on the following five principles:
- Web analytics is not easy for most organizations.
- Technology cannot replace the need for talented
professionals.
- Web analytics is actually a series of identifiable
business processes.
- People, technology, and process are all required
to create repeatable successes.
- All companies can be very successful provided
they’re committed to understanding the
process of “doing” web analytics.
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