How do you pick a web analytics consultant?

How do you pick a web analytics consultant?

It's a question you'll likely need to answer if you manage web analytics, marketing, e-commerce, or web content.

In Forrester's recent Where to Get Help With Web Analytics,there are 91 firms claiming to have expertise in web analytics consulting; 51 in North America alone.

I was surprised to see so many; then again web analytics is hot right now, so lots of folks are eager to hang a shingle. In addition, Omniture's move to add certified consultants is also contributing to the growth in the ranks.

Maybe it's a good news/bad news scenario...a few years ago it was easier to choose because there weren't as many consultants, but you couldn't be assured there was an organization that met your requirements. Now there's more to choose from, but how do you select between the top 2 or 3 that meet your requirements.

While price still matters a great deal, I've always found that intangibles count for a lot...to be able to communicate in plain language, to understand your business, to recognize and appreciate the relationship between technology and business,and to have the ability to bridge gaps between stakeholders with varied agendas.

I've hired and worked with a diverse set of consultants over the years...and I've been a consultant as well. Whether its web analytics, or mortgages, successful engagements are built on communication and relationships.

Industry thought leadership, and a long list of speaking engagements are simply pre-requisites for consideration. Get to know your potential consultants a bit more than what is reflected in the proposal and meeting. Figure out how they'll work with you and your stakeholders. When you talk to references, find out how consultants worked with their client teams, not just whether they were proficient in building page tags. Get a sense for how they handle mistakes, or surprises.

If you take these extra steps, you'll find that you'll be selecting a business partner who you'll be able to depend on and grow with for a very long time.