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August 10, 2006 The Business Case For Web AnalystsDedicated Staff Turns Up The Volume On Productivityby Megan Burns with Harley Manning, Jon Erickson, Caroline L. Carney |
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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.
ROI Model For Retailer Showing Range Of Possible Results
ROI Model For B2B Technology Provider Showing Range Of Possible Results
This is an excerpt
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