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1. Web Measurement Basics > 4. Staff for Web Measurement Success

Staff for Web Measurement Success

Selecting the right vendor is only half the battle in successfully building a web measurement program for your company. You should also be thinking about dedicating resources to manage, maintain, and evangelize the data throughout your company.

Many companies make the mistake of simply selecting an application and assuming that all of their problems are solved. The notion of the “silver bullet” software or service is surely attractive, but unfortunately, no such bullet exists. Companies who assume that a technical or marketing resource will be able to spend a little time each week poking around in the measurement application when they have spare cycles nearly always fail to take full advantage of their investment in analytics. In other words, the old adage that “you get what you pay for” holds true in staffing, as it does in vendor selection.


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