Analytics Move From What to How
As I write this, the eMetrics Marketing Optimization Summit in Washington, D.C., is drawing to a close and I'm trying to process all the inputs and turn them into some outputs of the core themes and takeaways. Tough job, there's been a lot of stuff to process.
A key message at several sessions was that people had moved on from talking about the "what" to the "how." The talks focused less on defining Web analytics, optimization, and multivariate testing, and more on how to embed Web analytics into an organization, create a testing culture, and move toward a performance-driven organization.
