Hey, great to see activity right out of the chute! Very cool ...
Braden Hoeppner, talking about what he likes about WebSideStory's HBX,
makes an *** excellent *** point regarding metrics usage within ***
any *** organization. The important excerpt:
"... if a company doesn't have someone who can really dig deep into what
is happening on their site, they won't get the value out of HBX.
Signing up for an expensive analytics program will do you no good
unless you have the expertise in your organization to use it.
Understanding what all the metrics show and how to action change
from them requires some expertise"
It is still extrememly common for companies to invest tens if not
hundreds of thousands of dollars into analytics applications and hope
that they are a "silver bullet" that will automagically improve their
Web sites. Folks, I'm here to tell you all, too few companies truly
understand how and where the positive return on investment is in Web
analytics. I mean, why would I have written an entire book on ths
subject if we all already "got it"?
Matt Belkin, someone who's opinion about analytics I respect
tremendously, commented about the recent Forrester report:
"It's almost like buying Air Jordans and suddenly you're able to
slamdunk a basketball just because you've got the same shoes as
Michael. Just doesn't work that way."
A) Matt's right, your results will almost certainly vary and B) I
guess I should return the Air Jordans and give up on my hoop dreams
;-) Seriously though, we all know that sample bias is introduced in
analyst reports but it's the analysts job to minimize that bias and
try and paint a complete picture of, well, whatever we're
pontificating upon at the time.
Reto Wettstein painted an interesting picture of a project that they'd
like to engage in. While I think it does sounds like a great idea, I
agree with Dustin in that it will likely be difficult to execute on
but talking about key performance indicators is in everyone's best
Finally, our rolling scorecard on analytics solutions:
WebSideStory HBX - 8 out of 10 (1)
Omniture's SiteCatalyst - 10 out of 10 (1)
Overture's Keylime - 0.5 out of 10 (1)
I think we need some additional data points to fill this out. Anyone
else care to comment on how likely they are to recommend their
analytics vendor/solution on a scale of 1 to 10 (10 being best)?
Eric T. Peterson
Author, Web Analytics Demystified