On 11/27/07, Mike Scarpiello <mscarpiello at gmail.com> wrote:
> > Do you think analyzing data using tools like Omniture and Coremetrics > should > fall under the user experience umbrella? > > Just wondering.
Good question, Mike. At our consultancy, Web analytics falls under the
"online marketing" umbrella, which is separate from the user experience
umbrella. Granted, our situation (being a consultancy working on multiple,
disparate projects) is different than that of most of our clients, who are
mid to large sized organizations concerned with a limited set of Web
At these organizations (that actually *have both* analytics and UXP
practices) I've typically seen analytics and UXP as distinct units beneath a
larger umbrella organization, e.g., e-marketing. In this situation, they
tend to work very closely together without one being subordinate to the
I believe that this is an ideal situation, because while analytics can be a
significant source of data for a UXP practice, it's also a significant
source of data for other elements of the business. Keeping it under UXP
would, in my opinion, unnecessarily limit its scope and capabilities.