News
1) How long have you been working in web 9) Are you able to be sympathetic with my
Tactics
analytics, and what gains have your clients made? resource constraints? (Recommendations are
2) Do you have a technical understanding fi ne, but they must be matched to your budget
Views
of analytics? Can you develop bespoke code and other resources.)
to supplement the standard reports? Do you 10) How do you keep up-to-date? (Analytics is a
understand the issues around last-click revenue fast-moving industry. If your potential supplier
attribution? hasn’t heard of Jim Sterne, Eric Petersen, or
3) Do you have a team of people who can Avinash Kaushik, be wary.)
analyse, design, and write the copy as well as Once you fi nd your partner, you will need
deploy the new page on my site if my resources to commit to the partnership wholeheartedly.
are limited? Are you outsourcing the analytics To get the results you have been eagerly
function to a third party? anticipating, it’s a good idea to ensure that all
4) Do you have experience of the mail order the stakeholders in your website have been
and multichannel sector and understand brought into the process. Making both large
the relationship between offl ine and online and small improvements to your site requires
marketing? an open mind, a preparedness to sometimes
5) Can you explain concepts clearly and eat your own hat, and the patience not to judge
use visuals to help me better understand too quickly. But the results can be astounding,
what’s happening on my site and where the and you will be thrilled at seeing the positive
opportunities are? gains mount up. As you embed the process of
6) What extra services can you offer? Website continuous site improvement into the business,
development, search marketing, sophisticated you’ll notice your stakeholders begin to take
statistical modelling? (A caveat here: Be wary more interest in the reports you email them
of using the same supplier to develop your site on a regular basis. Before you know it, you’ll
or handle your search marketing as well as to be going to a page that you thought you had
perform the analytics function. These decisions improved the fi rst time around and wringing
should be made independently of one another.) out another small jump in conversion.
7) Are you focused on one analytics tool, and
do you have strong views about analytic tools
Dan Croxen-John is a former
you won’t use?
member of the Catalogue
8) Are you going to help me use web analytics
data to formulate my online strategy and
Exchange advisory board and an
longer-term plans? ECMOD Awards judge. By Dan Croxen-John
ceb 170.indd 21 26/10/09 19:19:30
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