According to this just released survey, interactive marketing leaders are struggling to achieve the kind of performance measurements needed to optimize marketing campaigns. Nearly 300 marketers from a diverse collection of Twin Cities based firms participated in the survey. The survey was conducted by Evantage Consulting (www.evantageconsulting.com), and co-sponsored by the Minnesota Interactive Marketing Association (www.mima.org).
“ With appropriate executive level support and staffing the change occurs more quickly, but it may not be any less frustratin... ”
Web analytics is a rapidly growing discipline that uses software to monitor and analyze the behavior of Web site visitors and enables Web marketers to optimize their online marketing programs.
“Despite growing evidence that online marketers who use Web analytics data to optimize their campaigns achieve measurably improved financial performance, organizations have been slow to embrace Web analytics,” according to survey author and senior marketing consultant, Jennifer Veesenmeyer. “Our survey respondents clearly demonstrated that many traditional marketing organizations do not support an analytical culture where marketing decisions are based on measurement data. Even organizations who have invested in high-end Web analytics tools and technology experience cultural barriers when they try to systematically use analytics to drive marketing decisions.”
According to Ms. Veesenmeyer, the survey data also shows that executive level championship and the dedication of staff resources are key to changing the culture. “With appropriate executive level support and staffing the change occurs more quickly, but it may not be any less frustrating.”
This Web analytics survey of nearly 300 interactive marketers in the Twin Cities was developed by Evantage Consulting, a leading management and technology consulting firm. The survey respondents included large and small firms, as well as representing a variety of industries. A copy of the full survey findings can be obtained at www.evantageconsulting.com/whitepaper_2006_web_analytics_survey.html
About Evantage Consulting
Evantage Consulting is a management consulting firm, specializing in helping companies optimize their strategic technology and marketing investments. Evantage has demonstrated strong competencies in
Business Analysis, Usability, Web Analytics, Interactive Marketing, and Program Management. The firm supports clients in industries ranging from healthcare to medical device manufacturing, financial services, professional services, and consumer products. Founded in 1999, Evantage Consulting is headquartered in Minneapolis, Minnesota. For more information visit www.evantageconsulting.com. Evantage Consulting is also proud to be a two time winner of the Minneapolis-St. Paul
Business Journal’s Great Places to Work award.
