This Search Engine Strategies session was an interesting insightful discussion about how to convince the business owner/CEO/VP of Marketing to invest time and resources in measurement and analytics. The key is to make data persuasive (for those people that can be convinced.)
Getting the C-suite to buy into metrics can be like herding cats. Keep it simple and use big numbers- and always give them the right information at the right time.
C-suite needs the following to create a web analytics culture:
- They care about the investment
- How it’s going to drive revenue
- ROI
They can’t invest in what they can’t measure.
Management wants to:
- Be able to forecast and compare intelligently across channels and measure value
- Access to relevant core information to make key decisions.
There are 3 basic levels of Web Analytics that build on one another
- Data
- Information
- Knowledge
If you are optimizing on conversions (of leads or other leading indicators), then you may be missing the quality (or value) of those conversion.
The C-suite is interested in how much they’ve invested, what they get in return, and how to drive it forward. When it comes to Web Analytics, the challenge is not the technology anymore, it’s more about the people, culture, and accountability. One key is to have the right analyst in place to drive the right decisions.
- Moderator:
Sara Holoubek, Consultant, Columnist and SEMPO President,
- Speakers:
Matt Bailey, SES Advisory Board & President, Site Logic Marketing
Richard Zwicky, Founder & CEO, Enquisite
John Marshall, SES Advisory Board & CTO, Market Motive
Feras Alhlou, President, E-Nor, Inc.
Ron Belanger, SES Advisory Board & Vice President of Worldwide Agency Sales, Omniture
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