RE: [webanalytics] Webanalytics Summer-Termproject with NetGen & Cognos
Your projects sounds noteworthy. Here are a few thoughts -
1. Interviewing CIOs? I'm not sure this is the best approach. Clearly you
need consensus from within any organization before you embrace an Analytics
solution and CIOs will want to approve the vendor you choose. But relative
to where you get the biggest bang for your Analytics buck, CIOs are not the
core audience. It's Marketing (in my opinion). After all, the web isn't
just a cool technology - it's a critical customer relationship channel. And
that's what marketing cares about most - communicating with customers and
building new relationships. So make sure to spend some time with CMOs
(Chief Marketing Officers), VPs of Marketing, and people in the trenches
like campaign producers, managers, product marketing managers, etc. Those
are the folks that will really be using the Analytics solution to make
decisions that will earn the company money. As a case in point, every CIO
I've worked with on Analytics has never actually used the system once it was
2. Prototype architecture and NetGen datawarehouse? Analytics is all about
measuring, setting KPIs or baselines, and optimizing around those KPIs.
That's it. I would not recommend designing a complicated Web Analytics
implementation that requires a NetGen warehouse. Skip the log files, and go
with a super flexible tagging-based ASP solution like Omniture. If Omniture
is too high-end, maybe consider a more entry level solution like WebTrends
or FireClick. Vendors like Omniture have already done the heavy lifting for
you. Speaking from a painful experience with NetGenesis myself, you will
not get that with their solution or any solution with a massive data
3. Company to implement this architecture? Not sure what you mean by this,
but when it comes to implementation, here is what I recommend. Scope out
your business requirements when you're speaking with the various marketing
folks. In most cases, you'll need to listen to what they are saying, then
work with them to translate that into KPIs. For example, if the campaign
manager says "I need to measure the success of my campaign", you need to ask
what they mean by success? Is it click-thrus? Sales leads? Direct eCommerce
revenues? Whitepaper downloads? And how does that change across products?
Once you figure that out, architect your solution around their needs - not
around what the product can do. That's one of the biggest mistakes people
make. They get caught up in all the bells and whistles of a product, and
forget the basics of Analytics - measure, baseline, optimize.
Director, Marketing Analytics
Sent: 6/25/2004 4:27 PM
Subject: [webanalytics] Webanalytics Summer-Termproject with NetGen & Cognos
as a student (business administration & it) at the University of
Zurich (Switzerland)I'm not that webanalyst yet, but a classmate and I
are going to run a termproject about webanalytics this summer. First
we are going to interview some CIOs of Swiss portals to evaluate
market needs. Second we present them our prototype architecture we
would like to implement to measure their website. It would consist of
a data warehouse (realized with NetGen) and a web score card (with
cognos). Third, we are looking for a company who would let us to
implement this architecture.
Now my questions:
1. What do you think about our idea?
2. What about the architecture?
3. What would you advise us? Do's & dont's? Recommendations?
Thank you very much to share your knowledge with us!
Best regards from Zurich,
University Of Zurich
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