Interview of Analytics Expert, Eric T. Peterson

I recently had the pleasure of interviewing Eric Peterson of the Visual Sciences Division of WebSideStory. Eric is one of the most well known and respected names in the world of web analytics.

Eric is also offering a free web analytics webinar on March 6, 2007, on behalf of the American Marketing Association and Aquent. The webinar is titled “Web Analytics Demystified: Ten Simple Strategies for Using Web Analytics to Improve Your Online Marketing Efforts.” This will be a great initial primer for those of you looking to get started in analytics.

In our interview, Eric points out how proper content grouping and segmentation is not robustly supported by all systems, and even if it is supported, that it’s key to have a proper analyst to set it up. Many companies don’t get this right in their implementations and therefore get far less value from their analytics packages.

In addition, Eric discusses the unique capabilities of the Visual Sciences product. These include on the fly visitor segmentation, which allows for powerful ad-hoc analysis capability, and multi-channel data integration, which makes it easy to look at data, such as call center data, together with your web site data.

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