“Creativity without measuring the business outcome is art – it goes into the museum”
In this presentation, Stephane Hamel shares insights on how to measure an organization Web Analytics Maturity. He starts by asking what makes an organization successful. Below are the drivers for success quoted by him:
- Money on the bank
- Emotional Connection (with brand)
- Customer Relationship
- Strong Ethics
- Community Involvement
- Employee Satisfaction
- Innovation
Stephane discusses the struggle between the creativity and the data-driven approach and how we should balance between them. He goes over the definition of Web Analytics and the challenges analysts goes through.
He then introduces the Online Analytics Maturity Model and how it can be used to measure the Analytics process inside companies.
Stephane Hamel – Director of Strategic Services, Cardinal Path
Stéphane Hamel is the Director of Strategic Services at Cardinal Path. He is a leading voice for online analytics: helping businesses optimize their online channel by extracting insight from data. He has over twenty years of experience defining optimal and realistic strategies and is a frequent speaker at the eMetrics Marketing Optimization Summit and other conferences in North America and Europe. Member of the International Institute of Business Analysis and on the board of directors and treasurer of the Web Analytics Association, he also plays an advisory role to a number of agencies and vendors.