Free white paper on Web Analytics Business Process

Phew, what a week last week was … thanks again to everyone who has been so encouraging about my starting Web Analytics Demystified. I realize in the midst of getting everything up and running that my blogging has been somewhat spotty (and perhaps boring if you’re not interested in the feedback I’ve been getting about the company, sorry about that!)

In an effort to get back on track, I wanted to let all of you know about a free white paper I published on the “how” of doing web analytics successfully. Many of you have seen or downloaded my PowerPoint from last October’s Emetrics Summit on the subject but I finally had the time to write something more formal.

If you’re interested, you can get this and all of the documents I am now making freely available from this page on my site: http://www.webanalyticsdemystified.com/wp

I hope to build a feed for my White Papers and Presentations list since I have a bunch of documents and data queued up. Until then, check back frequently as I’ll be pushing up reports, data, and presentations that I will be giving around the globe.

As usual, I welcome your feedback on my work.

Posted Monday, May 14th, 2007 | 7 responses | Add a Comment | Share, Save or Email

Markus Hübner

Great materials, keep up the good work!!
I have been into the Internet industry since 1992 and from the very first day of web reporting and analytics it’s amazing to see how things evolved.
Especially eager to see how Webtrends will compete to Google Analytics.

Dan Stevenson

Eric, I read the survey results with interest. I noticed on slide 22 that the caption and title refer to salary, but the question listed in the footnotes talks about analytics-associated revenue. Was that the question for consultants, and if so, was there a different question for orgs deploying analytics?

eric

Markus: Wow, 1992! You have seen a ton of evolution in this market, huh? By the time I started at WebTrends in 1998 they were already on Log Analyzer version 3. Amazing how times have changed … thanks for the comment!

Dan: The salary question was asked of all respondents. The exact question was:

“For classification purposes only please indicate your 2006 pre-tax revenue associated with web analytics services. If you are a full-time employee of an organization using web analytics please include your salary and bonus only (exclude benefits). If you are an external consultant or web analytics vendor please indicate your personal salary and bonus only (exclude benefits) associated with web analytics services that you personally provide. Please remember that this survey is strictly anonymous and we have no way of linking answers to individual responses as the survey is hosted on a third-party website. The information collected will only be used to create industry benchmarks.”

Thanks to the tremendous response to the survey we have the ability to examine this question for both practitioners (i.e., people at orgs deploying analytics) as well as vendor staff (i.e., Omniture consultants), consulting group staff (i.e., Stratigent or ZAAZ consultants), and independent consultants (i.e., someone like Avinash Kaushik.) I hope to have the overview research out sometime late next week and subsequent cuts will follow.

Thanks for asking!

Judah Phillips at Web Analytics Demystified » Blog Archive » Back from EMetrics San Fran, Vacay, and a Dice-K Win…

[...] 2) The importance of process. The big news was my good buddy, Eric, has left Visual Sciences to concentrate on his consulting business. Good for him! He went through some data you should read. Process enablement for web analytics must be endemic throughout your methodology for site development, enhancement, or optimization. Data shows higher ROI and more profitability (not to mention higher salaries) for those companies that actually take the time to align web analytics with development or marketing. How many times have you experienced well-intentioned folks throwing something over the fence, then wondering why they don’t have data instantly or why it’s completely untrackable (hint: avoid development in the dark). Anyone who has ever developed software knows methodologies like XP, Agile, and Rational exist for a reason… to prevent frequently-occurring mistakes while allowing for iteration and recursion… It only makes sense to me that we all continue to demand that Web Analytics be considered a crucial part of the business process (perhaps in the context of BPM and BPEL building your SOA). What processes you ask, here’s a few (from Eric)): Assign Ownership, Define Business Objectives, Plan the Deployment, Track ROI. [...]

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[...] has been spilled over the topic of web analytics process as a way to operationalize measurement (here, here, here and again [...]

Markus Hübner

I am looking forward to one of the most important steps in web analytics. It’s crucial to provide executives and marketing with globally unified key-metrics to assess / rate budget spend on online, social media and related initiatives. Currently we face the challenge on how to evaluate a page-visit, a view of a youtube-video, a social-media recommendation and so on. I’d love to hear your thoughts on that.

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[...] Check out Eric’s white paper. [...]

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