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07.21.08 Enterprise Measurement Issues  By Gary Angel The two Huddle topics that Ron Pinsky of AIG has chosen may well be THE prototypical enterprise measurement topics: data quality and data integration. It doesn't surprise me. Ron has a tremendous sense of what really matters. On the one hand, analytics for an enterprise like AIG is always extra-ordinary. I don't mean by this that the problems an AIG faces are somehow worse than the problems an eBay, Charles Schwab, or Turner Broadcasting might face. What I mean is that when an enterprise grows to a certain size, it becomes unique. There is only one company like Microsoft. Microsoft. There is only one eBay. And there is only one AIG. But on the other hand, size introduces its own set of problems that have significant commonality. The sheer number of sites that a company manages can make even rudimentary data analysis challenging - since familiarity with the data becomes extremely hard to obtain. So data quality and consistency become critical issues for almost every large enterprise measurement team. And with size come vast amounts of existing customer data - and, for most companies - the huge opportunity of integrating online experience and measurement with an array of offline structures and programs. So I see these topics as - in some respects - the alpha and the omega of enterprise analytics. Data integrity is the immense hurdle that, in an enterprise of scale, we can never cease jumping. Integrated marketing and communications is the grail that is the ultimate reward. Here are Ron's interview answers: Could you describe your role at AIG? I manage a small (4 person) Web Analytics Team who provides Omniture analytics for @ 200 Internet/Intranet sites + selected ecommerce applications. We prioritize our efforts towards the revenue producing properties and evangelize our service as being the objective benchmark for related optimization efforts from our colleagues in online marketing and IA/usability testing. How long have you been at it? I first contacted Web Side Story in '01 when we were saddled with log-based metrics from Net Genesiswe finally saw the ASP "light" in production @ '05. I manage our Web Analytic vendor relations/negotiations
Can you tell us a little about the technology your using - and how that's evolving - both in terms of web analytics and the online measurement eco-system? We are starting to migrate from HBX to Site Catalyst and recently deployed Discover on Premises from Visual Sciences. Our Team is also managing performance metrics from Gomez. Your first Huddle topic is Data Collection/Implementation/Integrity. What led you to pick that? The challenges we face with a decentralized global client base. Hundreds of sites in a variety of languages, designed and managed by many different teams and with lots of different functions make it incredibly difficult to standardize measurement. And you can't compare sites and evaluate performance unless you've standardized measurement. You're also doing a Huddle on Integrated Customer Experience/Marketing Data with Web Analytics.. tell me a little about that? We always face the challenge of merging our Web-based data with offline marketing tactics and work closely with our customer-facing teams. We are active contributors to emerging holistic data-marts all over the AIG world. As we've gotten better at the basics of web measurement and reporting, this has become the next big challenge for us. Of the other Huddles at X Change, are there some you're particularly keen on Mobile Analytics is a major objective for our Asian clients; learning more about B2B analytics What do you see as the biggest challenges facing enterprise web measurement in the next year? True user adoption and leveraging our objective, benchmarked data Any other thoughts / comments? THANKS for inviting me to participate- I appreciate this generous opportunity ! My next X Change interview goes in a completely different direction - and delves into a topic Ron (and most everyone else I talk to) is clearly very interested in: Mobile Analytics. Bob Schukai from Turner Broadcasting will be talking mobile and I'll publish Bob's short interview next! Comments About the Author: Gary Angel is the author of the "SEMAngel blog - Web Analytics and Search Engine Marketing practices and perspectives from a 10-year experienced guru. |
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