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NetTracker
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Date Updated: 9/22/2005 1:31:41 PM
License: N/A Description: Maintaining control of your own Web data ensures data security as well as adherence to your customer data model.
- Maintain control over your Web data
The only way to maintain complete control of your Web data is by installing Web analytics software in-house. Subscribing to a Web analytics service opens you up to the unavoidable act of transferring data to a third-party Web analytics vendor, and therefore to a data security risk. In addition, your data becomes subject to the third party's security policies. These security risks are higher for organizations in certain industries where securing customer data is most essential, and for organizations tracking an intranet or extranet site, where your most confidential corporate data resides.
- Maintain control over all your other customer data
If you outsource your Web analytics and then wish to integrate your customers' online channel behavior with their demographic or financial data, you will need to send all of that other data to your Web analytics vendor. Plus, you will have to use their proprietary data model. Your company is likely already analyzing the rest of your customer data elsewhere (a business intelligence tool, your own proprietary software, an Access pivot table, etc.), so it doesn't make sense to move all of that data into a Web analytics tool's data mart.
- Leverage your IT staff who best knows your customer data model
You've already made an investment in your current customer data model. Your IT staff is the most familiar with that model, and therefore best equipped to seamlessly add your Web analysis to it.
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