As Eric T. Peterson said on Measuring Online Success, there are three essential elements in order to succeed with Web Analytics: People, Process, Technology.
In this presentation, delivered at the eMetrics Marketing Optimization Summit Washington DC 2010, Carol Gohl (Program Manager for Dell’s Consumer and Small Business Global Online Analytics and Testing) discusses how she (and her team) improved the Web Analytics Process across a Global team of Web Analysts and Testers.
She points out that they found three major “elephants” that they had to address at first:
- Planning on a global and local scales
- Pipeline management: how to prioritize ideas?
- Methodologies: putting methods and tools in place
Carol shares with us the key activities that Testers should do on a regular basis, the Testing Process Flow, which is used to define the quality of testing efforts at Dell.
On Part III Dave Nelson will discuss guidelines to follow and pitfalls to avoid to help you convert test ideas accurate test setups and analyzing results to make the best business decisions.
Watch Online Analytics Lessons – Marketing Metrics at Dell Part I
Watch Online Analytics Lessons – Marketing Metrics at Dell Part III
Carol Gohl
Carol is the Program Manager for Dell’s Consumer and Small Business Global Online Analytics and Testing Project Management Office supporting the Global Team and Senior Leadership in defining and building a world class/best in class online analytics and testing function at Dell.
Carol has worked at Dell since 1997 in a variety of Program Management roles of increasing scope and scale – her primary focus areas are to deliver measurable results either by establishing and executing new processes and capabilities to meet evolving business needs, and/or by optimizing existing processes and capabilities to accomplish a mature and world class operational model. She has successfully applied these skills in a variety of business areas to include Dell direct and retail sales, Dell product development and most recently Dell Online
Carol has been a PMP since May 2003 and is a graduate of Texas State University.