Posts Tagged starting up

Over the last few weeks I’ve heard @davemcclure and others say that analytics is an area of startup opportunity. If your a startup doing this and are considering providing enterprise level analytics products and services do read on.

I was at a meeting with Andreas Ramos of CCG group earlier this week. I am helping Andreas complete conversion analysis for various B2B clients. As we discussed reporting metrics for analysis I became more and more shocked at his suggestions to report fairly simple analytics. I mean don’t businesses already know those? When I voiced my concerns to Andreas, he share a business.com whitepaper with me. Turns out several businesses aren’t as knowlegable about their web analytics as we may think. Here are some highlights from the whitepaper. If you want to read the rest of the paper I’m sure you can dig it up on the business.com website.

• “44% use no web analytics or, in rare cases, use a custom in-house solution
• 49% use a third-party web analytics program that only provides basic site traffic data or which, by default, use the “last click” method for connecting a prospect action (e.g., clicking on a banner ad or
  link in an email newsletter) with a conversion, such as a purchase or registration.
  • 82% of these B2B sites used Google Analytics or Urchin by Google
  • half of those 82% use an obsolete version of Google analytics tracking code, i.e., it’s installed, but they aren’t using the tool).
  • 93% of sites can’t see the influence that multiple campaigns/keywords have on conversions”

  So if you are entering the enterprise web analytics space, know that numbers alone don’t guarantee success since many business ignore these. Instead focus on educating the enterprise market on analytics in simple and clear terms. Don’t assume that all enterprises have analytics tools and also don’t assume that just because enterprises have tools they use them accurately. This is especially the case outside of the SV tech corridor, which by the way is the larger market.