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The following article was published in our article directory on February 19, 2011.
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Improving Your Business Intelligence via Web Analytics Consulting

Article Category: Internet

Author Name: Karen Lynch

"The more you know, the more you grow."

Although it may be a little cliché, the saying is true. Any time you need to make an important decision in life, gathering and considering the facts improves the likelihood you will make a wise judgment.

For an organization, this means gathering business intelligence: collecting information, mining data, generating and analyzing reports.

Unfortunately, businesses often struggle to deliver the right business information to the right employees at the right time. This is usually due to challenges with master data management resulting from integration problems with their Web-based data.

The Challenge of Master Data Management

In order to enable the smart use of business intelligence within all levels of your company, data must not only be accurate, but also stored in a unified system. One of the biggest challenges companies encounter with this "master data management" is integrating their Web analytics and other online data with other solutions, while maintaining data integrity. This is often due to the cross-platform challenges that arise when shifting between IT environments.

Gartner Inc. recently released its review of enterprise level business intelligence platforms. As you can see in the chart above, the majority of popular enterprise-level business intelligence software solutions operate in a .Net environment. In contrast, your Website and related online applications may use other languages, like Ruby on Rails, to collect and store data.

Both business intelligence software and Web analytics programs like Atlas, Doubleclick, Omniture or CoreMetrics can be a large investment. And in order to get the most the most of your business intelligence, you must be able to leverage both.

Web Analytics + Business Analytics = Success

When it comes to identifying opportunities for business growth, your Web analytics can be just as important as your sales data. It can help you:

• Drive research and development - Keyword data can supply you with information about products and services that your customers want, but aren't included in your current offerings, resulting in innovation.

• Increase marketshare - User click-path data can help you identify and resolve barriers in the conversion process, leading to higher online ROI.

• Identify the best investments - Goal-based Web analytics data can help you determine which marketing initiatives are driving real sales and leads.

Unfortunately, Web analytics programs come with their own pitfalls. All your different marketing campaign channels - SEO, PPC, email, display advertising and affiliate marketing programs - have data encoded within tags on your Website. Managing all of these tags is cumbersome; reconciling data provided by disparate systems is challenging; and all the tags can slow down your Website. It also could be costing you money in the form of duplicate payments.

Keywords: web analytics consulting, business analytics consulting, web analytics consultants

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