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.