For Customer Experience Professionals

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	August 10, 2006 The Business Case For Web Analysts Dedicated Staff Turns Up The Volume On Productivity by Megan Burns with Harley Manning, Jon Erickson, Caroline L. Carney

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Executive Summary

Companies need a way to see what customers do on their Web sites and how those activities contribute to business performance. Because Web analytics is the only practical way to do that, most managers aren't asked to justify their initial investment in commercial Web analytics tools. But when they want increased funding — most often to bring on dedicated analysts who can make the most of the tools and data — they have a hard time making the case. To help companies decide whether or not to invest in full-time Web analytics experts, we developed a model of the economic impact that these people have on an organization. Our research shows that hiring full-time Web analytics staff brings in enough incremental value to cover the extra costs several times over.

TABLE OF CONTENTS

• Web Analytics Is A Must-Have Technology
• Modeling The Business Benefits Of Web Analysts
• ROI Models In Action: Estimating The Return For Two Types Of Companies

RECOMMENDATIONS

• Hire Web Analysts With Both Business And Data Savvy
• Supplemental Material
• Related Research Documents

This is an excerpt

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