Things have come a long way since the days of analyzing Web server logs (raise your hand if you were at THAT party.) Web analytics tools like Google Analytics, SiteCatalyst, and WebtrendsAnalytics have brought basic site tracking and reporting to the masses, often with little more than dropping some javascript on the page. Closer to home, Business Intelligence (BI) and data warehousing tools such as MicroStrategy and Microsoft’s suite of tools provide a structured view into in-house data. Google Site Optimizer, SiteSpect, and tools like Omniture Recommendations go so far as to provide intelligent testing, targeting, and recommendation abilities to companies that even a few years ago would have met serious challenges developing these competencies in-house.
But these tools are not how you compete on analytics. Continue reading “What it takes to compete (and win!) on analytics”