Competing on web analytics — Eric T. Peterson, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 3

In 2006, Tom Davenport published Competing on Analytics in the Harvard Business Review. This paper served as a wake-up call for businesses that had made significant investments in data-processing technology but had not appreciated commensurate returns. This paper outlines how Davenport’s work can be applied to the online channel, providing business an entry-point into the complex process of transforming a company’s ability to compete on analytics. (9 pages)

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1. At 23:33:11 on 18 June 2009, Mike Havard, Havard & Co. wrote:

This is an excellent paper. For me, however, a key point about the business value of analytics needs more emphasis; the 'connection' of various metrics and the role that analytics, whether web-based or elsewhere, should play. Most organisations in my experience tend to just focus on singular dimension analysis (e.g.input measures, or output measures for example) but I believe the significant value comes from understanding the link significance between them; how inputs drive outcomes for example.

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