Web Analytics Solutions

For my 1st official post (woo-hoo!), I thought I would discuss what I have learned from working with some of the analytics solutions out there. I've implemented and worked with WebTrends, Omniture, Google Analytics and IBM's SurfAid, (now owned by Coremetrics)...log file analysis tools as well as JavaScript driven ASP solutions. I have built great relationships with these firms and had to disappoint them when it was time to move on. OK, enough of my rambling on. What's my point? Never, and I mean NEVER, fall in love with a particular solution or firm. No need to wave a flag or become emotionally attached to what is just a business solution. Take all of your emotions out of the equation and make decisions that will help you best achieve the results you demand. Partner with a vendor that understands your business goals and can demonstrate how to bend their technology to your business requirements over time. I imagine I am not the first to fall into this irrational pit-fall. If you begin to experience any of the symptoms below, seek help immediately:

• Wearing only vendor labeled clothing at work and on Saturday nights
• Clouded judgement and tunnel vision
• Vendor specific bigotry
• Encouraging your sales rep to run for president
• Rage attacks on the Web Analytics Forum

The first step to recovery is to conduct group therapy sessions with your stakeholders/clients where you openly discuss the limitations of your current/perspective solution. There isn't an Analytics provider out there that can deliver 100% against your requirements. Over the past few years, Analytics software has become much faster, powerful and cheaper. The "commoditization" of this technology has driven our beloved vendors to merge and grow by acquisition at break-neck speed. It's a great time to be in the analytics industry! We have access to very powerful tools that can provide insight into our businesses like never before. By understanding your business goals and documenting their continual evolution, you will be able to mak sound business decisions.