webanalyticsworld.net, Manoj Jasra, December 09, 2010
Earlier this week, I sat down with Jim Bennette, CEO at VisiStat Analytics. During our discussion Jim and I discussed a number of different topics including analytics trends, business requirements and technology - I also got some great insight into VisiStat analytics. Check out our conversation below:
[Manoj]: Do you believe most companies have a clear understanding as to what can be achieved through web analytics?
[Jim Bennette]: Not really. I think most have a general understanding of what basic web analytics tools such as Google Analytics can do, but there is really so much more that can be done. I also think that many SMB/SME companies are a bit intimidated by some of the large enterprise solutions such as Coremetrics and Omniture, and rightfully so. While these are powerful solutions, they are specifically designed (and priced) for the enterprise market. As I mentioned before, lack of visibility is a big problem for many companies, but analytics can make a big difference. Some web analytics solutions are so complex that it can be very difficult to extract information that is simple and actionable.
[Manoj]: What are the latest advancements in web analytics technologies that we should know about?
[Jim Bennette]: I think one of the more interesting developments is in the sophistication of identifying and tracking of anonymous visitors and their behavior. There has been a lot of front-page news and some controversy around this subject recently. Some see this as a privacy issue, but that's referring more to tracking tools gaining access to sites without the publisher's knowledge, and to tracking tools that attempt to collect personal information. Our solution does not capture any personal information, and our customers certainly know they are using it. We simply identify the name of the company that is visiting, and through our integration with Jigsaw (Salesforce.com's business contact directory) our customers can gather specific contact information to pursue as a new sales lead.
... [Manoj]: Where does VisiStat fit in the web analytics ecosystem, and what is your vision for the company moving forward?
[Jim Bennette]: Our solution is really designed specifically for the small to medium businesses and small to medium enterprises. In fact we have over 34,000 SMB/SME users of our solution to date, and that number grows every day. We believe we have a very comprehensive solution that offers a one-stop shop for our target audience, combining a powerful analytics package with lead identification tools as well as online campaign tracking tools.