Getting to Second Base

There were many great presentations at the Emetrics Summit in Washington, DC, a couple weeks ago. There were presentations on all aspects of Web analytics, from strategic implications of developing a Web measurement program to the use of advanced analytical techniques to address specific issues.

One of the most interesting presentations I saw wasn't about Web analytics at all, however. It wasn't about the Web or even about analytics. It was about customers and customer centricity. It was about putting customers at the heart of the organization and what that really means for your business. It was pretty thought-provoking stuff from David Rance of Round.

The main thing that struck me when listening to Rance was that none of the output from our analytics work is of any value if the business isn't organizationally and culturally prepared to do something about it. Analysis without action is merely an interesting pastime.

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