E-Commerce Analytics Requires Some Web Soul Searching First

Here are some more takeaway tips from the session:

* Investigate whether the technology you currently have is what you really need to properly analyze Web metrics. “Never let the technology determine what you’re going to learn,” he said.

* Identify and broadcast all individual successes. Send company-wide reports and e-mails detailing positive data that’s been uncovered, Bruno advised. This will aid your attempt at getting the all-important executive buy in, which is critical for further funding of analytic testing.