Tag Archive for 'Eric T. Peterson'

It’s been a hectic – but very exciting – month! On a personal note there has been a variety of speaking engagements at seminars and summits. One of these seminars in particular stood out in my mind, Creuna’s own Online Performance Management seminar.

This seminar celebrated the kick off of a newly engaged partnership between Creuna and Web Analytics Demystified personified by the web analytics industry thought leader, Eric T. Peterson, and one of the foremost European experts, Aurelié Pols.
We believe that Eric and Aurelié’s strategic skills and extensive knowledge combined with Creuna’s tactical insight will further our work in Scandinavia when it comes to helping companies compete on analytics.

The partnership represents a unique opportunity for our clients in Scandinavia to draw on not only Creuna’s but also Eric and Aurelié´s leading expertise when it comes to result-oriented web analysis, and in the future we will be able to offer even better consultancy at a strategic, tactical and operational level.

Early in the partnership we decided to do a Nordic seminar tour. The seminars should focus on what it truly takes to become successful with web analytics. So Creuna invited Eric and Aurelié to Copenhagen and Oslo to do a round of presentations in the beginning of October.

Eric T. Peterson and Aurelié Pols together with Creuna Denmark CEO Thomas Vejlemand

We kicked off the whole shebang with an internal workshop at Creuna where the Online Business Optimization team had the chance to meet up with Eric and Aurelié and discuss industry issues.
The same evening Eric Peterson held a presentation on testing at Web Analytics Wednesday. What a great event – loads of great questions and discussions following Eric’s presentation.

The following day I had the pleasure of moderating Creuna’s Online Performance Management seminar in Copenhagen. Over 100 attendees had showed up to hear the insights from Eric, Aurelié and Lasse Skov, Channel Manager at Canal Digital.

Eric’s presentation gave answers to questions like, what it takes to compete on (web) analytics, whether web analytics is hard (yeah, I think the coin has stopped spinning on that one – it’s hard : ) and how much one should spend on staffing VS technology. The latter question has been debated for quite a while and I find Eric’s 50/50 rule for Analytics Investment quite interesting.

The attendees had the chance to have som insightful chats with Eric following the seminar

Aurelié Pols’ focus was on the European and Scandinavian market, giving a good overview on the opportunities for competing on analytics and gaining customer attention in different industries. I especially noted the opportuinities present for the financial sector – with 13 million current online banking users!
She also outlined the different paths when it comes to becoming competitive on analytics – emphasizing that in the end all approaches requires executive sponsorship in order to really succeed.

I also found Lasse Skov’s case interesting. Here’s a guy who basically began his web analytics journey a bit over three months ago. Lasse showed how he had engaged into getting his data collection right and A/B testing his most critical landing pages.

Yes, he optimized the landing pages. However, just as interesting is the fact that Lasse isn’t a web analyst. Actually Lasse’s educational background is – ready? – a Master in Medialogy. This surely adds fuel to the interesting debate on which educational background and skills are essential when it comes to driving web analytics in an organization..

Lasse is a guy who is responsible for his company’s web site and who wanted to document the effect of his work. Just as exciting is the fact (Lasse told me this at the Emetrics Summit) that his endeavor with web analytics has got him hooked on identifying the business opportunities that lie in his data. He now also checks SiteCatalyst reports on his mobile phone, even in the weekends : ).

Apart from Eric and Aurelié’s presentations, the seminar in Oslo had Flust, a large Norwegian e-commerce site, presenting. Christian Øvregaard, Market Manager at flust.no, presented how they actually approached web analytics right from identifying their primary goals, collecting the right data, setting up the right reporting and acting on it!

As pointed out in the beginning of this post, it’s been some great and insightful weeks, and Creuna is looking very much forward to the future with Web Analytics Demystified!