Consulting services from Seattle-based Zaaz became the first branded as a Google Analytics Authorized Consultant.
Although Google has been slow to reopen the door to its free website Analytics service, they have moved quickly to secure the services of Zaaz as a preferred consultant to enterprise businesses.
“With this approach, businesses can get enterprise class web analytics free from Google and purchase exactly the consulting services they need from ZAAZ,” Brett Crosby, Product Marketing Manager for Google Analytics, said in a statement.
Zaaz sees the market for analytics shifting into a service-driven model, where agencies provide the support and expertise needed to make the most of a freely available Web service like Google Analytics.
While tools like Google Analytics and others, from freely available software like Analog to high-powered offerings from WebTrends, ClickTracks, and Omniture, provide plenty of data about site visitors, interpreting and adjusting to those visits poses challenges.
The company offers several services that can benefit Google Analytics users:
• Accuracy audits and data collection best practices
• Goals definition, key metrics and scorecard creation
• ROI monetization and forecasting models
• Attitudinal, behavioral and competitive analysis
• Site optimization, A/B and multivariate testing
• Business user training and consulting
In a separate article, Crosby told MediaPost about how Google can benefit from the arrangement:
Crosby said that Google hopes that additional analytics will ultimately lead to improved Web sites, which will make for better user experiences–and in theory, lead to more ad clicks. “It really is something that’s healthy for the entire ecosystem of the online world. If site owners have this data, they can see where things are working and things are not working,” he said. “They improve their site, it’s a better user experience, and the user rewards them with high conversions.”
Zaaz lists Microsoft as one of its enterprise customers. It is not known if Microsoft may consider Google for its future analytics needs.
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David Utter is a staff writer for Murdok covering technology and business.
