Another week and another great seminar! This time we were in our hometown, Toronto….thanks to our Toronto attendees for an enjoyable seminar filled with great questions and ideas! The audience was quite diverse with folks from finance, travel, government, media, technology and a few others. For those who couldn’t make it, you can access our slides with the link below. Peder, Unilytics president, started the talk by professing our mantra for 2011 – web analytics is not about reporting but OPTIMIZATION!
Unilytics has been taking the message of optimization on the road to eMetrics in San Francisco and Toronto, Webtrends Engage, Unilytics’ seminar last week in Ottawa, and our seminar yesterday in Toronto… finally we are turning some heads! The inspiration for our new mantra is the result of too many organizations who are merely collecting simple out-of-the-box reporting. These are the same organizations that invest a great deal of financial and internal resources on their analytics but make no business decisions, website design enhancements or marketing improvements based on their web analytics results. Paradoxically, they’ll quickly admit that online marketing is highly strategic and corporately paramount.
For those who think optimization is daunting, it really isn’t. The first step is to build a set of Key Performance Indicators (KPI’s) that address your organization’s web and business goals and objectives. The next step is to configure your analytics reports to leverage your KPIs and to train the consumers of said reports how to apply the knowledge derived to make effective business decisions. This step – report interpretation – is the biggest gain in successful analytics. Ongoing web optimization will require continual monitoring of your reports to ensure you are meeting your KPIs.
You can find some of this info in our slides, or you can feel free to reach out to me and I’d be glad to have a conversation with you.
The link to our slide presentations is here: http://www.unilytics.com/slides/TorontoSeminar2011-Slides.pdf
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