“Make sure everything is tied to a business objective”
In Part 2 of the Marketing Metrics at Best Buy, Eric T. Peterson and Lynn Lanphier start by describing the process they went through while implementing the Analytics process at Best Buy.
They go over the internal politics and personnel involvement with the process as well as their relationship with Omniture, the tool Best Buy uses for website measurement. Following 12 months of intensive work, they show the results of this labor and discuss some of the next steps.
Below are some of the key lessons provided by Eric:
- Don’t assume your internal clients know how to use the data
- Don’t assume the data is correct
- Don’t forget to document everything
- Don’t outsource your technical expertise
- Don’t underestimate your vendor resources
- Don’t underestimate the value of consultants
- Make sure everything is tied to a business objective
Eric T. Peterson
Eric T. Peterson, Senior Partner and Founder of Web Analytics Demystified, has worked in web analytics since the late 1990’s in a variety of roles including practitioner, consultant, and analyst for several market-leading companies. He is the author of three best-selling books on the subject, Web Analytics Demystified, Web Site Measurement Hacks, and The Big Book of Key Performance Indicators, and he blogs at the Demystified Blog.
Lynn Lanphier, Director of Digital Analytics, Best Buy, leads the Digital Analytics team, which includes industry research, competitive analysis, web analytics and multi-channel data integration. She and her team are passionate about helping the business connect the dots by transforming data and information into insights and action plans that drive business results. Prior to Best Buy, Lynn worked for over ten years at Spiegel Catalog in a variety of marketing and merchandise planning roles.