Julien Coquet, Web Analytics consultant @ OX2 shared his view on what could go wrong when deploying Web Analytics on a pan European level from his 5 years experience as Web Analytics consultant.

1. Web Analytics Wednesday April 18 th 2007 @ OX2 on the consultant approach to Web Analytics by Julien Coquet

5. A crude introduction … and yes, that comic is from 1995!

8. An all-too-common scenario Client assesses WA needs WA decision process Vendor selection via RFP Chaos ensues !?

9. An all-too-common scenario « Hey, this looked like a good process… What went wrong ? » Chaos ensues !?

13. Company structure means everything Company CEO/CXO Top management: region/BU Middle & lower management External consultants and contractors

14. Reporting bottlenecks and obstacles Company CEO/CXO Top management: region/BU Middle & lower management External consultants and contractors

17. Company structure & reporting BU A BU B BU C Region C Region B Region A

18. Cross-BU regional performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

19. Cross-regional BU performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

20. Cross-regional performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

21. Cross-BU performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

22. Segmentation: pick your battles wisely Products? Users? SS numbers? What’s next? BU A BU B BU C Region C Region B Region A You can only segment so much before your reports become meaningless and/or not workable

26. Julien Coquet Web Analytics Consultant – France [email_address] Aurélie Pols COO / Web Analytics & Marketing Manager [email_address] Thank you for your attention Contact us for access to our WA white papers!