Staples.com is looking for a web analyst to take them to the next level
I recently had the great pleasure of talking with Robert Kernweis, Director of Customer Development and Jim Foreman, Senior Manager Database Marketing and Circulation at Staples.com about the Web Analytics Manager position they listed in my premium job database. First off, I was super-impressed with how candid Robert and Jim were about their current analytics implementation and what still needs to get done. Both gentlemen admitted that their are pockets of success within Staples.com vis-a-vis their current use of web analytics software, but that as an organization they are still learning how to best leverage their analytics tools. So they’re aggressively looking for an experienced web analytics manager, someone who can hit the ground running and push the envelope in terms of analytics.
Robert says that today Staples.com is looking mostly at the basics, visitors, visits, and views, and monitoring their shopping cart. But he and Jim both clearly see that the value in web analytics, especially in a B2B environment, is going to be derived from deeper analysis of CUSTOMER behavior on the web site, analysis that can drive the corporate decision making process both online and off.
I asked Robert whether Staples.com was likely to take advantage of quality customer analysis, noting that often what companies really want is basic reporting. Robert was emphatic — Staples.com is thirsty for analysis. He painted a very common picture, one of an organization that has captured significant information about its customers, but is not as effective as it could be to leverage that information for actionable insights to improve the shopping experience for Staples customers.
Overall the opportunity sounded great, one where the right person could come in and have a measurable impact in the first 60 days by doing a few key things:
- Re-establish a strong relationship with the companies current analytics vendor
- Do a gap analysis to determine what is, isn’t, and needs to be collected though the site
- Establish standards for business-wide web analytics reporting (KPIs, etc.)
- Based on the data, target two or three areas for deeper analysis to tackle in the next 90 days
The position will be part of the Database Marketing & Circulation group and so will also likely provide great exposure to offline data mining and customer segmentation techniques, a serious plus to have on one’s resume if you’re really into retail analytics. This is the company’s first dedicated hire for web analytics on the Marketing team but to me it sounds like a truly great opportunity for the right person.
Have a look at the formal job description and apply today. Tell ’em Eric T. Peterson sent ya!
