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« Semphonic and Web Analytics DeMystified Partnership | Main | High-Level Search Engine Reporting »

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Hi Gary,

Interesting post. Generally speaking, the more components one adds to the ecommerce ecosystem, there more there is a tendency to create more and more "silos" of information. The typical online business might use ASP solutions for bid management , merchandising, personalization, multivariable testing and so on. The WA vendors are trying to bridge these data sources together (for example Omniture Genesis), which primarily helps for the tracking and reporting of data, but not in the automatic decision making process since the various optimization tools tend to optimize to a very broad definition of “conversions” only (for the reason you mention and because they cannot replicate everything a webanaltyics platform measures). The current data gateways between ASPs and web-analytics vendors are generally bespoke and one-way, but wouldn’t it be interesting if a third-party bid-management tool for example, could use an open webanalytics API standard to make use of bounce rate, abandonment and other more granular measures of outcomes that are abundant in all webanalytics tools and which clearly can improve the optimization process?

Clearly there are merits to select the components of a successful ecommerce ecosystem on a best-of-breed basis but careful consideration have to be made on how one can make use of the rich set of webanalytics data to flow back into external automated/rules-bases systems.

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