Technology Leaders will deploy its strategic planning, web analytics and marketing consulting expertise to make sure organizations meet their business goals using web analytics data. A poorly configured or misconfigured digital web analytics tool can be a high barrier to successful online marketing. The firm's deep expertise and long history in customized online marketing consulting makes working towards proper implementation a certainty; while often, where business goals require marketing analytics that go beyond basic reporting, customized implementation and tagging paradigms are available. The end result is a robust, accurate and relevant suite of reports geared to drive business and internet marketing decisions.

Beyond implementation, Technology Leaders also provides analysis and comparison of data for marketers. Often, even a properly implemented site will generate so much data that it becomes difficult for a marketer or business specialist to locate the actionable data and make recommendations from the data. Technology Leaders can create customized dashboards, data extracts for integration with other analysis tools, and specific data discovery, comparison and display outputs that help contextualize and present data in a way most useful to the organization.

One of the techniques used by Technology Leaders is a report targeting process that focuses attention on the information needed for a particular purpose. This reduces or eliminates the need for digging through several reports to get the one “nugget” of data needed for a decision; and can speed the customer on its path to web ROI. Over the course of many engagements we have seen that our report targeting technique enhances overall understanding of web traffic patterns and practically eliminates the time spent deciding which report in fact might answer a business question.

Technology Leaders is devoted to the success of web analytics within the organization and at every step, makes sure that close attention is paid to the needs of the customer—even when it means targeting and customization.

Web Analytics (and mobile analytics as well) can be highly effective in understanding user behavior, and can drive business decisions with unparalleled clarity of insight. But there is a catch. Web Analytics tools--all of them--are only as good as their implementation. Spending money on a web analytics license (or enjoying a free solution) will not be effective if there is no effort at customizing the tools to fit your company’s business needs.

A generic implementation may provide some rough measures, but those measures may well be inaccurate or decontextualized to the point of oblivion. At Technology Leaders, we believe so-so analytics are the bane of digital marketers. Deprived of real insight, digital marketers must rely on guesswork or whatever their creatives come up with and hope for the best.

But why settle? Technology Leaders' years of web analytics experience makes custom analytics achievable for every organization no matter how complex the need. Our years of insight help define custom Key Performance Indicators, set up custom path analysis, create custom tags that measure key behaviors both accurately and clearly, and deliver custom insights during the professional analysis phase of the deployment.

There is no reason to be satisfied with generic analytics--and most likely you won't be. But what you may not know is the way to achieve truly meaningful and impactful analytics. Technology Leaders provides the years of expertise needed to make custom analytics for both web and mobile part of your marketers' information diet.

Deciding what to measure and why to measure it is a key component of optimizing the site for ROI. Technology Leaders has years of experience in mapping customer business goals to web analytics reporting. Often this is called "defining Key Performance Indicators". Technology Leaders streamlines this process by deploying its Conversion Cube methodology so that it becomes an easier task to isolate the following:

• Web Traffic Measurement for specific site-type (Content, E-Commerce, Lead Generation, Self-Service)
• Web Traffic Measurement throughout the Customer Lifecycle (Reach, Engage, Convert, Retain)

The result is an understanding of what types of marketing analysis are relevant for a particular site-type in a particular stage of the customer life-cycle.

While the above offers a framework for strategic planning, our KPI definitions are very specific and detailed according to customer business goals. Technology Leaders creates new KPI maps for each site for each customer and designs tagging and online marketing analytics to show performance of the measured site in each Key Indicator.

In order to make sure that online marketing data is well understood and integrated into web ROI initiatives and marketing decisions, Technology Leaders offers two different methods of data visualization:

Many web analysts complain of information overload. Using visualization layers resident in web analytics tools, Technology Leaders creates the right reports for the right analysts, and can deliver it to them in an attractive, informative "dashboard" that contains only the reports relevant to the viewer. The advantage to this approach is the avoidance of information overload, and an easier path to making key marketing decisions based on relevant, not extraneous web traffic data.

Entirely custom dashboards can also be created by the extraction of data from the web analytics tool and placement into third party spreadsheets and graphing tools in order to create data visualizations deeper and more targeted than are available within the tool. Decoupled from the tool itself, these custom dashboards are suitable for emailing to analysts, executives and constituents who need real-time information about critical site usage data.

An extension of measurement technology and/or spreadsheet-based dashboards, Technology Leaders' information graphics provides both astonishing clarity of data relationships as well as analysis of the relevance of the data in context. Often drawing on multiple data sources, these custom graphics include charts, graphs, illustrative elements and commentary that help make data more alive within the organization. They are suitable for many uses including internal dissemination, emailing among stakeholders, presentations to executives and more. These information graphics do not rely on any single marketing analytics tool and are the result of years of experience in the art and science of marketing consulting and information graphics.