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a prevailing trend. Merging web analytics into other systems such as ERP, CRM, BI, etc., will become easier. Analytics will play a critical role in driving company decisions and outcomes. Q: What are your top three tips for a small company A: As a small business, you are more agile than a large company. Don t overextend your analytics budget. Instead, try some free tools until you understand your business needs. Stretch these tools to their limit and use surveys and the Trinity Model to fill in your customer understanding. Focus on the analysis of data. Make site optimization changes fast. Use multivariate testing tools, such as Google Site Optimizer, which is free. You have the power now to go against your biggest competitors. You don t need to spend a half million dollars to get a rich understanding. Q: What are your top three tips for a large company A: Simplify. You are too big and complex. Don t go out and buy the most expensive, biggest, meanest tool. The decision-makers in the large companies should sit down and define their key critical priorities. They must help their analysts focus on the key priorities. Focus their attention so they don t go on crazy rides in the wrong direction. Second, connect your analysts with those who drive business initiatives. Don t let your analysts work in a silo. Promote open, flexible communication. This enables the data to drive change. Third, don t focus only on conversions. At large sites, people come for many reasons. Offer your visitors surveys. Do both qualitative and quantitative analysis to understand the fuller picture around your website usage and customers.
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Interview: Christopher Parkin, Senior Director of Product Marketing at Omniture
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In this next interview, we ll look at the challenges companies face today in adopting analytics. Christopher Parkin, Senior Director of Product Marketing, will provide insights into how Omniture approaches this process and assists its customers in more fully adopting web analytics in their companies. As Senior Director of Product Marketing for Omniture, Christopher Parkin holds overall product marketing responsibility for
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CHAPTER 3: Analytics
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Omniture s SiteCatalyst suite of web analytics and online marketing solutions. Christopher is a graduate of the University of Utah with a bachelor of science degree in business communications. Q: Chris, what do you find are the top challenges for organizations when they adopt analytics A: To get fully adopted in a company, web analytics needs more than just an executive sponsor. It requires executive adoption. The most successful companies using web analytics today have an executive point person who is channeling this information into other aspects of the organization and sharing with other executives exactly how the information is being used to make decisions for the business and soliciting their feedback, their interpretation of the analysis around business strategy, as well as informed decisions around specific tactics. In order to make that happen, we ve crafted a governance practice. This governance practice is in place with several large clients that have users of our technology distributed across multiple business units and multiple geographies. We put a governance plan in place so people know who the right contacts are in the executive and team strategy. Each individual who has a responsibility has the most appropriate view or lens into the data that fits their role and responsibility. This is one of the things we ve truly learned along the way. It s about executive adoption, not just sponsorship. It s about democratization of the data; making sure that everyone from the executive level to the frontline worker has the appropriate lens on the information that they need to be most effective in their respective roles. Q: What are the common analytics errors by beginners A: The potential for information overload can be detrimental. There is no lack of information whatsoever. It s like tossing your 16-year-old kid the keys to the Ferrari. You just don t do it! That s why we ve taken actions to harness the information on the front end. The neat thing is, we can toss them the keys and give them the optimally configured vehicle from the word go. By adapting this practice, a company recognizes tremendous value gains relative to what they may have been using previously. Once we focus them on the key areas of their business, they have the foundation for developing a rich, robust analytics practice that is in tune with their business goals and strategy. It is about what information you should be looking at, what is actionable, and knowing very specifically when you see the needle move in one direction or another, what are the actions that you should take to drive the success of the business. From there, a company can turn on more as they need. We don t want to overwhelm them at the start with the amount of available horsepower.
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