Posts Tagged ‘tools’

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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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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