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EDS Wrangles Web Sites with Maxamine Analytics Solution

  • August 01 2004, 1:00am EDT
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As the world's most experienced outsourcing services company, EDS delivers information technology and business process outsourcing services as well as information technology transformation services. With 2003 revenues of $21.5 billion, EDS is ranked 80th on the Fortune 500 and employs approximately 130,000 people in 60 countries.

In early 2000, EDS began to transform its internal and external Web presence from static information repositories to interactive, collaborative sites used to communicate with and engage clients, prospects, investors, employees and other stakeholders. As a result, human and technology resource demands began to skyrocket. We needed a new kind of technology to measure our Internet, extranet and intranet sites' effectiveness so we could manage them as strategic business assets. With close to 1 million visitors per month just on, it was clear that we needed to replace our outdated traffic tool with a Web analytics solution that supported our launch, listen, learn and evolve Web strategy.

A colleague and I reviewed more than 30 Web measurement products. We summarized our findings in a briefing to our CIO, with the goal of obtaining funding to beta test our top two choices. We received approval to test Maxamine Knowledge Platform and one other solution that was ultimately eliminated because of the complex integration and extensive hardware and database support required. We took the final proposal with the beta test results to our CIO, who validated our assumptions and agreed to purchase an enterprise license for unlimited use of Maxamine Knowledge Platform to manage all of our Web sites.

We chose Maxamine's Knowledge Platform because of its single platform ability to meet all of our current business requirements and to provide business intelligence in the future as our sites continue to evolve as strategic assets. Maxamine also demonstrated its commitment to our business needs at every opportunity.

Strategically, Maxamine Knowledge Platform combines site structure, content and traffic, creating a unified graphical view of our online processes. This allows us to analyze how users react to our online processes, which is a massive task because with nearly 12 million user sessions annually, is EDS' largest branded asset.

Tactically, the software allows us to regularly analyze our sites' effectiveness and provide reports appropriate for executives as well as developers. Periodically, we index and search the content on our 6,500-plus page Internet site and many of our 4,000-plus intranet sites to quickly assess whether the sites have improved, deteriorated or stayed the same since our last review. For example, when our CEO changed, we were able to do a contextual search and update the information on all of our sites in minutes.

After using Maxamine's solution, we discovered that the results were so unique and valuable that we integrated it into our global offerings portfolio.

In 2000, finding people with Web analytics expertise was practically impossible, so we developed the expertise in house and learned much in the process. We evaluated many wild promises from vendors without proven track records. We learned that traffic information alone only tells half the story - it reveals what happened on your site, but not why. Maxamine Knowledge Platform brings together the cause and effect to help you make better decisions about your site.

When making a Web analytics purchase decision, make sure you know what you need. Determine who will use the product - your Web team, mid management, executives or everyone - and select a solution that caters to those users' needs. Second, listen carefully to what your vendor tells you about requirements needed to operate the application. Some solutions require significant investment in integration before they yield results. Finally, because there is no substitute for someone showing up on site to help set parameters, train and problem solve, make sure you have face-to-face interaction with your vendor.

After using the solution for several years, we remain satisfied with our decision and have a valuable solution that many clients now use. Maxamine is engaged with us and with our clients, and consistently delivers high levels of customer service. We can now quickly identify and address site quality issues and align site design to our company's objectives. Site traffic has increased by 20 percent per year, and over the last 12 months has been ranked ahead of many of our competitors' sites for the first time.

San Ramon, California-based Maxamine, Inc.'s Knowledge Platform provides business intelligence for today's high-stakes Web sites. Maxamine produces the only solution that correctly captures the navigation structure and complete contents of live Web sites. Built-in traffic analysis capabilities combine the "what and why" of site structure and visitor interaction. The in-house version runs on NT, 2000, XP, Linux and Sun Solaris.

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