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03/24/2011
Matt Hertig and Michelle Jacobs Co-Founders of Alight Interactive, a leading web analytics and marketing measurement agency, were recent guests of the Go-To-Market show on KCTE 1510 radio, Kansas City.
Listen to the full broadcast here: http://www.gotomarketshow.com/read/2011/03/09/alight-interactive/
KANSAS CITY, MO – The Go-To-Market show is a weekly broadcast focused on sharing valuable insights for businesses and marketers on factors influencing market growth. The topic of conversation centered on defining marketing analytics and the benefits of web analytics and the show hosts, Mark O’Renick and Jay Liebenguth tapped in to the web analytics and marketing measurement expertise of Mr. Hertig and Ms. Jacobs to answer these questions. The co-founders of Alight interactive explained how they are helping customers to transform data into actionable intelligence by defining the role of data, bringing data together from disparate sources and visualizing key data points to provide a holistic view of what’s happening in the marketing channel and how it’s affecting sales.
“The reality is that web analytics, marketing analytics, at the end of the day, it’s data and our job at Alight Interactive is to make this data come to life and really transform it into intelligence,” said Mr. Hertig. “Web analytics is a tool that is designed to capture interactions that happen in the online space. That is a great set of data … web analytics needs to be an integral part of any marketing analytics strategy,” replied Mr. Hertig when asked to define web analytics and its role in overall marketing analytics. “While web analytics creates and captures a phenomenal amount of data…it’s just data; it is not intelligence until you put it in context with all your marketing efforts both offline and online.”
“The challenge that marketers face is that there is not one piece of software that will solve the data intelligence problem. The only way to solve the problem is to take a holistic approach and not just look at a tool that gives you one piece of data,” said Mr. Hertig.
“In order to do this, marketers would need to become data gatherers pulling marketing performance data from disparate data sources and developing some sort of report to help them make important marketing decisions,” said Ms. Jacobs. “It is with these challenges in mind that we developed our full-service marketing analytics solution…the next-generation approach to website and marketing analytics bringing together all the disparate marketing performance data living in multiple systems and visualizing that data to help marketing managers make data-driven decisions.”
“Our clients are taking the data we provide…and making actionable decisions,” stated Ms. Jacobs, when addressing the ways you can use data to improve your business. “Whether it’s marketing data and they are going back to publishers and renegotiating some of their buys, whether that’s sales data and they are taking a look at how their penetration in certain geographies was directly influenced by a marketing program or whether that’s simply understanding how a particular promotion on a website performed…they can make decisions based upon that data that will either drive more sales or make them better marketers.”
About Alight Interactive:
Alight Interactive is a leading marketing measurement and web analytics agency, supporting advertising agencies and corporate marketing organizations. Specializing in customized tracking and reporting solutions, Alight Interactive joins disparate online and offline marketing, analytics and CRM data for a holistic view of performance and ROI. Established in 2007, Alight works alongside clients to develop marketing measurement tracking strategies, implement robust web analytics and develop customized reporting dashboards, enabling clients to facilitate data-driven marketing decisions.
© 2012 Alight Interactive Inc
