The eMetrics summit held in Washington last week was attended by some 480 participants, of which only 9 companies from Europe were present! Amongst which, Italy was represented by Giovanni (left) from BigBang, Scotland by Vicky Brock* (right) from Highland Business Research and us, little Belgians. Avinash (middle) is an exception, I’d call him a world citizen and one of our greatest inspirators.
The week before attending, I received an email from Brian Induni, Web Analytics Association President, regarding a possible subcommittee about certification or how to define Web Analytics professionals.
During the course of this week, I was reminded of the fact that web analytics products are not a silver bullets, independantly of the one you choose. Some products are better than others, will adapt better to your needs; with the Golden Palm going to what I call the analyst nirvana, Visual Sciences. I mean WOW!
All presentators and attendees agree on the fact that Web Analytics is hard!
Education remains the essential underlying theme of sucessfull web analytics projects and as Avinash pointed out, curiosity and spending at least 20% of your time “providing analysis no one asked for and only you can perform” is actually where INSIGHT can be found. Gosh, that was so true!
Please note I used the term insight and not reporting or reports. It’s not about reports as these can be spitted out by any tool. The WSS whitepaper I commented upon (thanks Eric for your comments) last week defines KPIs for the media sector. Such reports can be set-up of course in WSS’s HBX but also WebTrends, Instadia or Coremetrics, amongst others.