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Web Analytics Worry Marketers
Marketers and online advertisers have raised questions about the consistency of web analytics data, in the opening session at the 2006 DM Days New York Conference & Expo.
Panellist Marta Wohrle, VP-Director of Digital Media at Hachette Filipacchi Media described the available data as 'truly appalling', reports BtoB news (www.btobonline.com ). Wohrle said the data provided by three analytics companies she works with vary significantly: 'The paucity of good, reliable, consistent data is the biggest challenge.'
Agreement came from fellow panellist Elizabeth Talerman, co-founder of branded entertainment company Campfire. 'The biggest challenge is the fact that none of my analytics providers collaborate. WebTrends doesn't match up with Dart, which doesn't match up with Performix... It's intensely frustrating.' Michael Levine, Director of Strategic Alliances for Yahoo! Search Marketing, said he thought that standardization would improve over time, but that the sector was a long way from any kind of universal standard.
Wohrle suggested that 'in the absence of good data' her company sought more direct interaction with customers, for example using an online panel.
The Conference is organised by the Direct Marketing Association, which is on the web at www.the-dma.org .
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