Direct Marketers Get a Metrics Lesson from Kronos

February 26th, 2010 by Jeff O'Neill

“Analytics are everything in the web world…”

So said Steve Tisa, Director of Web Strategy and Marketing Operations at Kronos, to members of the New England Direct Marketing Association during his presentation yesterday.

And while creative types might tend to disagree, Tisa made a strong case for adapting new technologies to catalyze marketing accountability and optimization.

Options

“Google Analytics does about 85% of the stuff I need to get done,” Tisa explained to the group. “Unfortunately, the 15% it can’t do is a bit of a problem.”

Citing GA’s inability to provide meaningful engagements and it’s lack of scalability, Tisa is looking for other options without having to spend hundreds of thousands of dollars on highest end analytics systems.

Starting with a free system, though, was a good idea for people finally going down the path of analytics for the first time, he mentioned.

Why Do It?

According to Brian S. Chertok, Director Marketing Programs for Kronos, A/B and multivariate are simply not possible without understanding what numbers are driving success.

“Establishing a baseline for success is absolutely crucial,” he explained. “Otherwise, you’re simply throwing things online and hoping for good results.”