eMetrics Summit의 주요 논의 주제 22개

2005년 6월1~3일까지 Santa Barbara에서 열렸던 eMetrics Summit 의 주요 22개를
정리했다.

개략적인 주요 이슈내용을 살펴보면 효과측정 데이터의 정확성 및 기업의 비즈니스 전략 및 마케팅실행에따른 메트릭스 지표 설계로 압축될 수 있다. 특히 메트릭스 지표의 경우 기존의 결과중심 메트릭스에서 고객의 행동 및 반응에 따른 과정 및 실행중심의 메트릭스이 필요성 과 다양한 마케팅 채널 연동에 따른 멀티채널 분석의 필요성이 대두되고 있다.

The following is a master list that outlines the 22 issue themes that came up:

- Hiring people.

- Data proliferation: multiple sources, reports, and integration.

- Lack of standard definitions, benchmarks, templates, and expectations

- Political issues: management buy-in; IT vs. business unit objectives; resources and reporting vs. analysis.

- Silos: multiple resources going in different directions.

- Accuracy: tool limitations (or perceived limitations), cookies, data misinterpretation, and defining acceptable discrepancies.

- Lack of actionable metrics.

- Identifying a few critical Web and success metrics.

- Understanding business goals well enough to know what to measure; and connecting Web metrics to business key performance indicators (KPIs).

- Measuring income/revenue versus loyalty metrics, or conversion versus lifetime value.

- Branding metrics.

- Segmenting customers online.

- Prioritize and determine the best opportunities to pursue.

- Having a process to create dashboards.

- Education for all team members throughout the organization.

- Defining functional roles for managers, analysts, and consumers of data.

- How much data should be kept.

- Six Sigma.

- Integrating with marketing and consumer data.

- Vendor and implementation over-promising.

- Inability to make incremental changes.

- To be successful in analytics is hard work.

관련기사:Hot Web Analytics Topics From Jim Sterne's eMetrics Summit