Technology Leaders' years of experience in web analytics consulting has been distilled into a set of methods and best practices that drive the progress of every engagement. Roughly these can be encapsulated into the two main methodologies we deploy: a repeatable ROI-enhancing process called "e-Business 5-Step Optimization" (e5o) and a measurement mapping matrix (4x5 Conversion Cube). Find out more about e5o and the 4x5 Conversion Cube by clicking graphics at the bottom of this page. We also work closely with customers to make sure the project we design not only follows best practices, but specifically addresses the business need of the customer.

We're tool-agnostic and our methods have been designed to work in any web analytics environment whether it's Webtrends, Google Analytics, Adobe Omniture, Yahoo! Analytics or other tools in the market. Over the course of hundreds of engagements we have been able to map strategic best practices that are key to successful web analytics.

The most foundational of these is the e5o methodology. Comprised of 5 distinct steps, the e5o method helps organize and prioritize the full web analytics optimization and ROI cycle. The five steps are:

Define Drivers: What does your business need to measure (known as KPIs in the industry)

Build Metrics: Proper tagging and configuration of the tool

Plan Actions: Clear and thorough analysis of the results and recommendations

Create Changes: Based on analysis results content owners know where and why changes are needed for site optimization

Measure Success: Testing the content changes for evidence of improvement

Technology Leaders is directly involved in all these steps except "Create Changes", which needs specific input from the customer's creative and editorial staff.

Within each major activity in e5o, there are components addressed by Technology Leaders during a web analytics engagement.

Technology Leaders typically assigns a senior level analytics consultant (as team-leader) and one or more mid-level analytics consultants to a project. The team leader will have 5 years experience or more in web analytics with a depth of technical knowledge sufficient to envision, plan and execute any reasonable task that is possible to perform with the web analytics tools used by the customer.

In addition, Technology Leaders provides a Partner-level account management layer for scoping purposes, quality assurance and other non-billable project and/or relationship discussions.

Our approach includes close support for all aspects of the project including working with external agencies on custom tagging as well as report analysis. We have found that our flexibility and support for external groups as they deploy custom tagging (and sometimes basic tagging) has proven successful in many enterprise environments. Often, the external agency is uncertain as to the correct approach to tag placement. Our dedication to making tags are placed properly and functionally is a key to the success of a tag-based web analytics implementation.

Often included in a typical Technology Leaders web analytics engagement are:

• Audit of existing web analytics (technical and display-layer)
• Gap analysis of web analytics need vs. current state of web analytics
• Facilitated discussions with web analytics stakeholders (define KPIs and goals)
• Web analytics report strategy and design, including custom web analytics measures as needed
• Web analytics tagging specification and complete custom tag creation as needed
• Close support for developers in getting web analytics tags placed (pages or content management system)
• Quality Assurance for web analytics tags
• Iterative tag adjustment as needed
• Custom tool configuration
• Full documentation of project, code and report structure
• Knowledge transfer and turnover
• Continuing web analytics support for the enterprise

Our engagements can take many forms--from brief audits to year over year full support. What they all have in common is a tie-in to an overall Web Analytics Best Practices overview that ensures success in measurement.

e5o4x5 Conversion Cube