Calling All Web Analysts
Is help out there for marketers looking to take the first steps into online analytics? Yes, up to a point, according to a new study from Forrester Research Inc.
Forrester found the vendor market for Web analysts dominated by small firms with fewer than five full-time consultants. But those in the field had an average of four years’ experience.
These consultants tend to be more focused on business functions than assessing technology requirements. Ninety percent specialize in Web analytics needs assessment and data analysis; better than 80% handle online measurement strategies; and more than three-quarters offer analytics education or search optimization services.
Some 68% provide implementation and planning services or assist in the selection of analytics vendors. Slightly fewer manage business process optimization. But less than half offer platform customization and development, and only 59% do platform optimization.
Forrester’s report ranks 91 firms throughout North America, Europe and the Asia-Pacific region. It recommends that marketers assign dedicated staff to Web analytics efforts (according to the study, investment in full-time analytics personnel can yield ROI of up to 3,000%), and then retain a professional services firm to jump-start the learning process and establish a strong Web measurement program.
These consultants should be urged
