Why Read This
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.