Q and A with: Analytic Earfull

the following is part of an interview done by Forester report analyst Craig Bishop interviewing Research Analyst Scott Brase

Q: Why is research analytics becoming such a necessity for companies (especially marketing companies), To be so involved and now focused on Research analytics?

A: I do not think it is such a paradigm shift or a new focus as you put for analytic to now be put into a great focal point within companies, what it is, is that companies are tired of working hard and running on estimations instead of fact. Companies have had analytics in place for some time now but in reality analytics is just now being defined by big business and a necessity to work smart and efficient instead on relying on the antiquated "hunch" method.

Q: What is an research analysts like yourself ideal role in a company?

A: Well That will vary from company to company, but I find the most efficient use of Analytics are both in front end media buys as well with front end new ventures. Behavioral targeting as you know is gathering much more respect and fame. it is essential that a company to take full advantage of the media consumption of their target audience not just wast time with search engine buys. Time and time again it is to the weakness of a company when they base all of their ROI on search engine, ad word placement. The ideal role is in fact the consultant that say where a spotlight might be to enhance your branded or future branded name.

Q: Why then are search engine adwords purchases so popular and so many companies buy space on Google to be top placement? I have seen so many companies compete with other companies and spend a fortune on those top placement?

A: I know Google (according to Hitwise.com) is 65% of the search market leader but one must look at other perspectives. Yahoo is the most visited website on the net(according to Compete.com) . Reason being is that when email became popular the first branded name for "free" email addresses were from Yahoo, thus it is most peoples home page not to mention their powerful partner sbcglobal. it is not a matter of getting your name every where is it is to get it where the validity of the site speaks for and behalf of the advertisement not just the name frequency. In behavioral modification repetition is a key factor to achieving goals, but not when it come to name branding. the average website get like 14 seconds per page views. I heard it called once add net surfing.

Q: to rap this interview up, can you sum up with one word why companies need to spend the time and money building up research analytics i their companies?

A: This to me is a no-brainer... efficiency! No more media buys built on a hunch and no more cheap landing pages .

Thank you Scott Brase for the time and perspective given for this report

Please see the full report on Forrester. com Under: Analytics, A true paradigm switch in Marketing.