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| Web Analytics |
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Driving Actionable Online Insights
eClerx has become a valuable and integral part of our Clients’ web analytics teams, providing the bandwidth to test, analyze, automate, execute and ultimately optimize our Clients’ web analytics strategies and accelerating their progression through the web analytics lifecycle.
We are an Omniture Certified Partner and Webtrends Partner and have extensive experience with Google Analytics, Coremetrics and broader server log analytics.
eClerx Web Analytics Execution Model
As the provider of web analytics support to the global leader in web analytics, and dozens of other clients, eClerx has developed solutions to many common and complex challenges.
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| Challenges |
Specific Questions/Issues |
eClerx’s Solution |
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| Requests from multiple stakeholders |
- How to prioritize?
- Is it actionable or nice to know?
- Who’s the voice of reason?
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- Reliable reporting cadence
- Custom trackers, capacity planners and other process tools
- Tailored detailed business requirement forms that standardize request gathering and require stakeholders to define objectives
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Tagging methodology |
- Which variables?
- Where to implement?
- When should they fire?
- Concern over tagging accuracy
- Lots of time spent with dev team
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- Tag QA & validation – identify gaps and discrepancies, and provide recommendations
- Migration from old to new platform
- Ownership of variable map
- Writing technical specs/playbooks; liaise with dev team
- Universal tag management support
- Proprietary campaign link generation tool
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Reporting |
- Consistent, refreshable templates
- QA
- Executive-friendly
- Email / mobile friendly
- Relevancy as business evolves
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- Extensive experience producing 3,000+ reports per month
- Strict execution and QA process governance
- Structured change management procedures
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Data anomalies |
- Need access to marketing campaign schedule(s)
- Need access to dev team’s release schedule
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- Centralized team with proper cross-functional visibility
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Tool issues, limitations and upgrades |
- Bugs and data discrepancies are common
- Lost time due to timeouts; double-checking and second-guessing
- Learning new functionalities
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- Provide details to customer/tech support
- Testing solutions and ensuring closure
- Communication with stakeholders
- Global coverage for dozens of
clients + strategic alliances with Omniture, Webtrends and WAA = eClerx stays ahead of tool changes and limitations
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Data integration |
- Various data extraction methods and timeouts
- Data cleansing and QA
- Multiple data sources lead to heavy manual effort
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- Familiarity with wide range of systems and tools
- Extensive ETL expertise
- Strict execution and QA process governance are key when dealing with multiple data sources
- Ability to develop customized automation in non-standard settings
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Expanding purview |
- Testing & optimization
- Social media
- Mobile
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- Proficient with Omniture Test & Target
- Experts at social media monitoring and moderation
- Proficient with latest mobile analytics tools
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Staffing |
- Time required to find, interview, hire and train team members
- Retention
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- Largest offshore 3rd party web analytics team globally
- Continuous hiring mode with steady pipeline
- Analytics University (in-house)
- Process-dependent model with emphasis on documentation and knowledge management
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