For Customer Insights Professionals

Where To Get Help With Web Analytics

Customer Intelligence Professionals Don't Have To Go It Alone

Why Read This Report

Mastering web analytics is an ongoing challenge as customer intelligence (CI) professionals contend with a fluid and complex environment exacerbated by severe resource constraints. But the demand for comprehensive web analytics remains a priority, forcing the majority of firms to look to external service providers for support. Third-party service providers offer CI professionals expertise, processes, and flexibility across a wide variety of web analytics services. We identify four primary categories of web analytics service providers — technology vendors, marketing agencies, specialist consultancies, and systems integrators. CI professionals should actively manage service providers based on a strategic approach rather than regarding the process as a series of one-off projects and should evaluate providers based on their experience, personnel, and intellectual property.
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