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Friday, Mar. 4, 2005 at 1:12 pm

The Next Step: The Web Analytics Association

By Bryan Eisenberg
March 4th, 2005

I spoke on two panels at Search Engine Strategies in New York this week. One speech, “Measuring Success Overview,” I’ve been giving for three years, keeping each presentation current. This time, it was completely revised.

My objective was always to get people to realize Web analytics solutions are valuable and to start them measuring. Now, many people understand the value of measurement. The bigger challenge marketers face is determining what to do with all those measurements.

Web Analytics Tools Aren’t Enough

A recent Jupiter Research (a Jupitermedia Corp. division) report notes:

Staffing levels are key to the appropriate use of analytics applications. Assigning at least one dedicated full-time employee (FTE) to analysis and use of analytics applications dramatically increases the sophistication of use of these tools.

Last week, the CEO of a leading e-commerce Web site (and former client) called with an urgent concern. The company was having some conversion issues and wanted our help. We received login access to its first-rate Web analytics software and quickly identified two major issues.

The first was solved with only a minor change. The second was of tragic proportions. Since the time we worked with the company last year, only two people had logged in to the analytics tool. One of was the CEO, just before he called us.

What makes people spend all that time and money on tools they don’t use?

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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