Retailers shift their ad spending from TV, radio and print ads to digital ads.
Addressing the demand for help in planning as well as implementing and maintaining web analytics strategies, staffing firm Aquent and consultancy Web Analytics Demystified are partnering to offer analytics consulting and staffing services.
Addressing the demand for help in planning as well as implementing and maintaining web analytics strategies, marketing professionals staffing firm Aquent and consultancy Web Analytics Demystified are partnering to offer analytics consulting and staffing services.
Eric Peterson, a former analyst for research and advisory firm JupiterResearch and former vice president of web analytics company Visual Sciences Inc., recently launched Web Analytics Demystified to offer strategic consulting services in the use of web analytics to better understand customer activity and plan marketing and merchandising strategies accordingly, Peterson says. But because many retailers and others also need short-term as well as long-term professional staff to implement and maintain web analytics systems, Peterson and Aquent have agreed to provide combined strategy and staffing services.
Many retailers have been on the cutting edge in using web analytics to make their e-commerce web sites more effective at converting more visitors to buyers, “but most still aren’t paying enough attention to the analytics process,” Peterson says, adding that a big reason is a lack of analytics professionals on retailer’s web site-dedicated staffs. “Many organizations struggle with people, process and technology challenges as they attempt to leverage advanced web analytics.”
“As we expand our flexible network of experts like Eric, we’ll be well-positioned to offer our creative and marketing clients everything from strategic thought leadership to hands-on staffing support,” adds John Chuang, CEO of Boston-based Aquent. “Our clients are looking for this type of innovation as they try and accomplish more in less time and with fewer resources.”
Peterson says his firm also works with several independently contracted web analytics experts, including former JupiterResearch data analyst Zori Bayriamova, to provide strategic planning services. In addition, Web Analytics Demystified plans to announce three partnerships next month with web analytics consulting firms, he says.