I’ve been contributing to our company’s sales efforts over the past few months, and keep coming across a common thread. When we speak to the marketing stakeholder at an organization, we’re usually informed that they have a company (or internal resource) that does web analytics for them monthly, and comparatively are surprised by our pricing.
The reason these potential clients are surprised at our pricing isn’t that we’re in any way gouging, it simply that what they currently get is not analytics. More often than not what they are getting are auto-generated reports which have been customized to proudly display the company’s logo at the top of the report.
In our pricing, analytics is a line item astride various activities (which are under an overall umbrella of proactive, strategic marketing), which does consume a reasonable part of our ongoing budget.
And it should. Reporting is about data. Analysis is insight into that data.
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Pretty interesting, I like the ‘auto-generated reports which have been customized to proudly display the company’s logo at the top’, because it’s totally true. I have been with companies in the past that believe that. One of the things that really blew me away when I first got an understanding of what you do, is how you go about analyzing, and what ‘analytics’ really are. Nice work.