Trends Report

Where To Get Help With Web Analytics

Customer Intelligence Professionals Don't Have To Go It Alone

January 19th, 2012
With contributors:
Molly Murphy , Dave Frankland

Summary

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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