Archive for January, 2008

Rétrospective WA du forum eMarketing 2008

January 30, 2008

De retour de Paris après une journée à rallonge et un retour plus que mouvementé (le progrès ne vaut que s’il est partagé par tous), je voulais vous faire part de mes impressions sur le 2ème Forum e-Marketing. Avant d’attirer des commentaires, je tenais à préciser que ce billet ne porte que sur la journée du mardi 29 janvier et ne prend pas en compte les interventions du mercredi 30.

Merci en tout cas à toute l’équipe de ebusiness.info pour cette organisation impeccable! Quoi qu’on en dise, cette édition du forum était nettement plus qualifiée que celle de février dernier.
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Why do I need MAXAMINE?

January 29, 2008

Maxamine logoOX2 provides, among other things, web site auditing services for our clients. We try to help them figure out what they really want to get out of their web site, especially when the answer isn’t quite so obvious as “increased online sales.” Sometimes it’s providing product information to prospective customers, then referring them to retail sales partners. Other times, it’s helping provide product support, such as downloads of product manuals or tutorial videos. And sometimes, it’s engaging readers by providing content, as on a site for a magazine or newspaper publisher.

One of the steps of our audit is to help make sure that their analytics tools are capturing everything they are expected to. But no matter how well-written the javascript code is, and how well the Rich Internet Applications are designed (RIA such as Flash, Flex, AIR, Ajax, and others), if you have a partner such as an advertising agency who is helping with the design and implementation of your site, then you have to have a good process in place to make sure that your analytics tagging is consistent and complete.

For many of our clients, great care is taken to ensure their primary site is well-maintained, but the process sometimes fails when multiple agencies help create sites for individual countries, or business units or divisions of the company, individual product lines, or even one-off campaigns, such as launching a new product and coordinating it with television, print, and other media vehicles.

When we explain why consistency and completeness are important to gathering metrics, so that business decisions can be made with the benefit of insight and interpretation from robust data, our clients are often ask us if we can help validate their data capture efforts.

This is when we are pleased that we have partnered with MAXAMINE to offer their tactical-level auditing solutions to complement our strategic-level process and design work.
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Accenture acquires Memetrics and MAXAMINE

January 29, 2008

Maxamine logoYesterday, we were pleased to see a couple emails from our friends over at MAXAMINE announcing their acquisition by consulting giant Accenture.

Debbie Pascoe, VP of Client Services for MAXAMINE, shared with me their formal statement, “We are excited about this tremendous opportunity, and believe it will ultimately expand our capacity to deliver compelling value to our customers and partners. Accenture Marketing Sciences shares our unwavering commitment to maximizing the value of digital investments and online operations, and can help us deliver on that promise within the broader context of overall marketing excellence.”
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OX2 au 2ème Forum E-Marketing les 29 et 30 janvier

January 28, 2008

Road trip! 😀

Forum eMarketing

Comme l’année précédente, OX2 sera présent en tant que visiteur au 2ème Forum E-Marketing qui aura lieu les 29 et 30 janvier au Palais de Congrès de Paris.

C’est pour nous une des étapes qui nous permettent de nous faire une idée plus fine de l’état de l’art et notamment dans le domain des web analytics.

Je vous conseille les deux séries de conférences de mardi:

Matin: des outils pour améliorer le R.O.I. des campagnes en ligne (1)
Après-midi: des outils pour améliorer le R.O.I. des campagnes en ligne (2)

Après le succès du salon e-Business organisé en septembre à Paris par e-business.info, on peut s’attendre à des présentations encore plus intéressantes et à un public encore plus qualifié que l’année dernière.

Avec ses 250 exposants, 150 conférences, et ses 12000 visiteurs attendus, le 2e Forum E-marketing est l’événement Internet pro de la rentrée. Un événement entièrement dédié au marketing. Trois nouveautés cette année : un focus sur le mobile marketing, le marketing comportemental et une nocturne le mardi, de 18h00 à 20h30. Pour profiter à fond de l’événement !

N’hésitez pas à me contacter au 06 15 08 27 68 pour organiser un point de chute et discuter entre deux conférences!

Anil Batra interviews another OX2 analyst

January 25, 2008

Hey folks,

If you haven’t read about them yet, I suggest you take a look at Anil Batra‘s interviews of web analysts.

In the latest installment, our own David “Wandering Dave” Rhee answers Anil’s questions.

Excerpts:

What are the major challenges you are facing in this industry?

I think the entire industry is at a point where our ability to analyze goes beyond the ability of the tools to deliver unified data in a cost-effective manner. In other words, we can imagine many different data sets we’d like to correlate, but only very few of us can get the various data sources to play nicely with each other without spending an inordinate amount of time, effort, and money, most of which we don’t have access to.

Beyond that, most organizations aren’t yet at the point where they know how to take advantage of the insights web analytics, or rather, an analytics-framed mindset, can offer. As a consultant, I see mos firms struggling to implement a tool correctly, and after that, maybe to figure out some truly useful KPIs, then do some basic campaign analysis. Few organizations are at the point where multi-channel measurement is common, or where web analytics is used to help allocate marketing spend most effectively, or where true ROI is being captured, and good business decisions made accordingly.

Web analytics will mature as an industry, but part of that means that the skill sets will become better defined and more widespread, so that any firm that really needs an analyst will be able to hire one. Beyond that, web analytics and business intelligence will merge in terms of an aggressive approach to data analysis being applied to many areas of an organization — not just their web site, or even their online marketing, but all of the marketing, production, sales, and other operations. It’s neither easy nor cheap to get there, but I’m sure that those firms which can execute well on an analytics vision will certainly see unparalleled success.

Don’t forget to read other interviews, including the first interview in the series, featuring yours truly 😉

Rubix from IndexTools

January 24, 2008

IndexTools LogoRecently, Dennis R. Mortensen, COO of IndexTools, shared with OX2 a sneak preview of Rubix 1, which is part of their new marketing optimization framework, and we were so impressed that we wanted to share with you (with Dennis’s permission) a little bit of what we learned.

Aurelie Pols, Julien Coquet, and I (“Wandering” Dave Rhee) all agree that one of IndexTools strong points is that, unlike the American market leaders, they do not feel compelled to re-invent everything with new terminology, and pretend that it is new. Instead, they quite happily take the best of every tool already available, listen closely to their customers about what their most important features are, and then focus on developing only the most valuable items to the business user.

eMetrics logoFor example, Jim Sterne and the eMetrics Marketing Optimization Summits have influenced everyone to think about web analytics as one part of a larger marketing optimization program. Our friends at Omniture have made clear their partnerships with other firms, and acquired many other players to be able to offer a wide spectrum of complementary products and services.

IndexTools (IT) continues this trend by branching out from their basic web analytics offering, comparable to Omniture’s SiteCatalyst. (The primary difference is that IT includes their data warehousing functionality for free, while Omniture offers their data warehouse as a separately-priced product.) IndexTools also includes their integration platform (which without any fuzz is called “External Data Sources”) in the base costs, while using Omniture’s Genesis platform typically incurs additional integration charges.
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