Web Analytics Management

Audit your agency with web analytics

We just completed a site optimization project based on the Functionalism methodology that Gary has developed and refined over the years.

It was an interesting engagement for me because it was the first time I'd seen Functionalism applied. It was also interesting because we worked closely with the client's interactive agency. Why was that so interesting?  Primarily because they were most eager to see if there were any big holes in the site that they had designed and built.  We didn't find any...mostly navigational tweaks here and there, but nothing major.

If you're a web site manager or product manager that uses the web as a major marketing and education channel, do you use analytics to audit your interactive or web design agencies?

I've spoken to some web site managers whose agencies don't want to do web analytics.  They're concerned that it will show that the site really isn't "working."

If you'd like to measure agency performance quantitatively, consider building metrics into your contracts as a way to measure performance. For example, you could base this on the number of or percentage increase in conversion events, such as purchases, dollar volume, registrations, or downloads. If you want to use qualitative analysis, you could use online surveys from a company like ForeSee, and base your metrics on the American Consumer Satisfaction Index (ACSI).

In any event, remember that you can use your metrics not only to gauge the health of your web channel, but the effectiveness of those you've hired to build it.

Top 5 Reasons Web Analytics Managers Like Their Vendor

I've just finished writing the latest version of the Web Analytics Report for CMS Watch.

While it's cool to see what the vendors are doing, I enjoy the research because I speak to lots of web analytics managers who are using the solutions in many different scenarios...for e-commerce and marketing, for distributed reporting and for extranets, and so forth.

I thought I'd share with you the top 5 common themes web analytics managers expressed when talking positively about their vendor:   

1. The most satisfied customers are those who believe their vendor has listened to them, and delivered on requirements that are quite customized. "Even though the tool doesn't do "so and so" out of the box, the vendor worked with us to customize a solution that no one else could." 
2. Managers like a solution that is really easy for their stakeholders to use. This seems obvious, but if it was the "status quo" people wouldn't keep making the point. As one manager said about the solution his company uses, "We like it because report creation is very simple for simple reports," or "It has a very user friendly UI…trainees often figure it out themselves." 
3. Managers believe they're getting a good value for the money they are spending. "The vendor was able to do the customization at a reasonable price." 
4. Managers have a clear idea of why they're using the solution. They've carefully determined organizational and metrics requirements prior to purchase. They've focused on the type of business partnership they can have with the vendor on a long term basis. As Bob the Builder says, they're using "the right tool for the job."
5. Managers are happy with technical support.  Yes, it can happen. The point is, responsiveness counts. "Support is wonderful; very prompt; we have a good account manager."

Notice that technological superiority or features didn't make it into the top 5. From the vendor it's about service, value, and relationships. From the customers, it's about planning, and having a firm notion of requirements. Food for thought as you come up for contract renewal, and for planning analytics projects for the coming year.

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.