I write to you from Boston, my new home base. I come here with my bike, and as Chris and Steve have noted, to spearhead Unica’s internet and cross channel push for a complete solution for enterprise marketing management. Someday I’d like to ride with Chris – a fellow bicyclist - on Marin County’s Mt.Tam in my home state of California!
Over the next few weeks I’ll be sharing some of my personal observations with you – about business and, maybe, about biking. I hope you find these notes interesting and perhaps even insightful.
The more things change, the more they stay the same. During the last decade I’ve been an executive with four “web analytics” vendors (incl. Keylime, WebTrends, and WebSideStory) and helped build the Web Analytics Association. A month ago I joined Unica as GM of the Internet Marketing Solutions Group.
To kick things off I want to address the recently recurring question that I’ve been asked, “Aren’t you tired of the ‘web analytics’ market and want to do something else?”
To that my answer is an emphatic NO! Allow me to tell you why.
Web analytics has become the foundation layer of the “marketing stack.” It works in concert with other applications, such as behavioral targeting, email and campaign management, content management, search, and bid management tools, to give marketers the analysis they need to enable, what I call, “actionability.” Through it, marketers can set effective business rules that trigger actions in other marketing applications.
“Actionability” is just one of the major “changes” afoot on both the user and vendor side. Looking at how the business has changed may help us better understand this.
There are few stand-alone web analytics vendors any more and the ones still around have free products, which may or may not give users what they need to support their demands for ROI from their investments. I’ll shed more light on this in my next post. I welcome your comments on “actionability” in the meantime.