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Re: Isn’t it about time we stopped talking about funnels?

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Subject:  Re: Isn’t it about time we stopped talking about funnels? Ashley Friedlein - Favourite
Author:   Ashley :   view profile | all posts by this author | add to favourites
Date:   18:53:14 12 June 2008
 
Hi Malcolm

I agree with what you say. Though I fear that a lot of companies are still pretty low down the sophistication curve when it comes to all this. I still hear people talking about hits like they're an important measure of business success or insight so give me funnels over hits.

Did you read my blog piece (What in-store retailing can teach us about how to sell better online) which is kind of relevant to this. The whole area of 'customer journeys / pathways' in web analytics has always been sold as revealing hugely interesting insights but, in my experience, is a little 'needle in a haystack' like and all you usually conclude is that people seem to do different things, for different reasons, at different times.

But if you can marry this data with actual customer information (which the likes of Tesco, BA etc. can via their Clubcards) then things get a whole lot more interesting (potentially). Though I still haven't seen many case studies to show the real potential power of this. I saw a presentation from Rufus (Evison, now at Dunnhumby) the other day and I still don't think even they have done anything like what is possible (for online). Or they can't talk about it.

Ashley Friedlein
CEO
E-consultancy.com
 
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