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Erin Lindholm: So what first step can an enterprise take to begin to use the data it’s already collecting in a more meaningful way?
Manoj: There’s a couple ways. First, the analyst team should probably look at the data based on who’s going to be receiving the reports. Gather the stakeholders who will be receiving the reports, so that the metrics that matter are given to the appropriate person. The next thing is to establish a process to look at the data: Who has access and what are they doing with it? I think the best way to start would be to get small buy-ins from the appropriate team members for a small campaign, whether it be, say, PPC or email marketing. Take a small segment and show huge improvement doing landing page testing or keyword optimization to get that buy-in, so you can really start diving into it with more priority later on.
Erin Lindholm: That leads to another point which I think for businesses there might be a little bit of a disconnect between — we have all this information, we have all this data, but how can we actually show it’s effecting the bottom line? It seems like that’s a real challenge for a lot of enterprises, translating it into something demonstrable.
Manoj: I completely agree with that. It’s difficult to often show improvement because you might not have enough time, spending time on other projects, but it’s the only way to get by-in on Web analytics; it’s they only way you can prove a strategy is working. You can try to get as much buy-in as you can to begin with, but you’re not going to get it unless you’ve proven that you’ve seen the results. Often the regular phone calls or the direct mail has worked in the past so enterprises tend to stick to that. You have to show people that your online campaigns are working, as well. And the only way to do that is to begin with small campaigns until you can begin to build it up.
