Nate said that you have two goals: attribute actual revenue to sources and visualize data for transparency. So how can we do that?
First, build out your own separate application to bring in the analytics data via the API. If you want other data from other applications, such as CRM, bring that into the new application as well.
While the website normally owns the website, marketing’s focus is normally driving leads. Where the breakdown happens in tracking from lead to sale to support is a lead ID from the web form. How can you get the CRM lead ID into your application to combine with analytics? You may already be halfway there:
Once you have that lead ID in the analytics, you can now tie revenue, lifetime value and satisfaction from the originating source of that lead — an entire customer lifecycle.
The pitfall? You have to REALLY want to do this. For instance, to do this with Omniture, the API doesn’t not have access to everything, the API calls are expensive and the API is slow. You’re also going to spend a lot of time internally or to outsource to do it. This does, however, pay for itself in the long term.
In any organization, you are limited by bandwidth. Dax tries to make things more efficient and scalable. By harnessing the APIs, you can really grow your business.
There are two functions that are key to SEO: figure out the problem, then fix it. There is a third with analytics: prove it. That’s where APIs can help you.
Every SEO is as good as his/her ability to access and analyze data across toolsets. You can write tools that help you synthesize data better from a variety of resources.
Some good tools with APIs include: