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Spending, Staffing, and Vendor Selection

Published by: Jupiter Research Corporation

Published: Oct. 27, 2004


Table of Contents



Fig. 1: Analytics Tools and Components by Assignment of Dedicated Internal Resources

Fig. 2: Most Important Uses for Analytics Applications

Fig. 3: Frequency of Analytics Report Distribution by Staffing Levels

Fig. 4: Analytics Budget in 2004 by Annual Revenue

Fig. 5: Likelihood of Switching Vendors in 2005 by 2004 Analytics Expenditure

Fig. 6: Current and 2005 Plans for Analytics Tool and Process Use

Fig. 7: Most Important Vendor and Application Selection Criteria

Fig. 8: JupiterResearch Description of Ideal Analytics Employee and Position

Fig. 9: JupiterResearch Staffing Framework for Web Analytics

Fig. 10: JupiterResearch Recommended Framework for Deriving Greatest Value from Analytics Investments

Fig. 11: Relationship Between Company Needs and Vendor Strengths in Three Critical Areas

Fig. 12: JupiterResearch Web Analytics Vendor Constellation

Abstract

A successful Web site analytics program revolves around proper staffing, vendor selection, and definition of reports required to run businesses. To help site operators maximize return on investment (ROI) in analytics applications and improve quality of Web properties, JupiterResearch examined appropriate staffing levels, characteristics of a good Web site analyst, challenges associated with using analytics reports, and the vendor selection process.

Key Questions
  • How much should companies pay for analytics applications?
  • What are appropriate staffing levels to maximize analytics investment?
  • How can companies determine which reports are right for them?
  • How should companies choose the right vendor for their needs?
Landscape: Staffing Levels Are Key to Appropriate Use of Analytics Applications

Outlook: Customer-Base Stability Will Drive Application and Infrastructure Improvements

Mandate: Use JupiterResearch's Framework for Staffing, Report Planning, and Vendor Selection

Case Studies
  • Tower Records Replaces Homegrown Analytics Solution with Fireclick Analysis Suite, Improving Marketing Spending While Containing Internal Costs
  • Wine.com Leverages Omniture to Justify Business Expansion and Successfully Evolve Checkout Process with Only Minutes to Spare


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