I’ve had to hone my persuasion skills lately, in trying to convince clients that performing quantitative site analysis before a re-design is a must-do activity.

Much to my dismay, I’ve discovered that once a client gets it into their head that they want to re-design their website, it’s ‘out with the old, in with the new’. Their customers have told them that the existing site doesn’t work, so they think there’s no point in analysing it. Instead, they want to toss the old site in the cyber-dustbin, and start coding again from scratch.

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It’s so refreshing when you find people who ‘get it’.

Multichannel Marketing: Metrics and Methods for On and Offline Success, the new book by Akin Arikan, is a thorough and practical exploration of the topic, with enough how-to’s and advice for all on and offline marketers to reap the benefits of multichannel marketing.

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As a new discipline we are still in the process of defining what constitutes the skills set for web analytics practitioners (web analysts).

It’s a hot topic. An article on web analyst skills, written nearly three years ago, still ranks second most popular on our website. Our clients frequently request help from us in writing job descriptions for their web analysts.

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Cross channel marketing exists today, but in its crudest form. The rich integration of customer information and behavioural data with marketing strategy is imminent – it’s just a matter of getting the formula right.

The formula we’re talking about has web analytics as the key variable. Web analytics as a standalone solution has limited value, but team it with other customer information and you’ve got powerful information at your fingertips.

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Analytics is not reporting. It involves an element of reporting but there is more to it.

As the name implies, reporting provides the results of various metrics in pre-defined formats such as charts and tables. It usually deals with the ‘what and how much questions’.

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