Today’s New York Times has an interesting piece entitled “Put Ad on Web. Count Clicks. Revise.” Although the term “business intelligence” never appears, the article describes how marketeers are now using “Wall-Street style analysis” to determine which types of web-based advertising are effective. Not surprising, the marketing professional mentioned in the article was “combing through graphs and Excel spreadsheets.”
I haven’t worked on a web analytics BI project yet, but I have used Facebook to do targeted advertising. Facebook provides a lot of interesting tools to build campaigns, target multiple ads during a campaign, and use web-based reporting tools to measure their effectiveness and click-through rates. Google offers similar capabilities through its Google AdWords product. I’ve not used AdWords, although I do show advertisements on this blog using their Google AdSense product.
Have you worked on a web analytics project? Was a Business Objects product used as part of the solution? I encourage you to share your thoughts as a comment to this post.