Comments on: Cialdini and Web Analytics – An 8-step Taxonomy for Convincing Stakeholders to use Web Analytics http://jfbelisle.com/2009/10/cialdini-and-web-analyticsan-8-step-taxonomy-for-convincing-stakeholders-to-use-web-analytics/ E-Marketing, Technology and Entertainment Thu, 29 Jul 2010 22:59:20 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: Jean-Francois Belisle http://jfbelisle.com/2009/10/cialdini-and-web-analyticsan-8-step-taxonomy-for-convincing-stakeholders-to-use-web-analytics/comment-page-1/#comment-138 Jean-Francois Belisle Mon, 19 Oct 2009 17:20:05 +0000 http://jfbelisle.com/?p=940#comment-138 Thanks for your comments Sandrine, happy you like the Cialdini’s principles application. Your point about the importance of taking usability and web analytics as strategies and not purely as tactics is an important one, and I think that there is still too much misunderstanding on this issue. I really like your last paragraph, I think that the best approach to take depends on how many colleagues can understand your everyday job . If your answer is none or very few, then the taxonomy (procedure) I am proposing is an interesting way to evangelize, but if like you mention you have a certain amount of colleagues that can understand you, criticize you and add thoughts on the points you are making, then I would agree that your bottom-up persuasion mode would be the one I would prioritize before trying to persuade more highly placed employees/stakeholders. Thanks for your comments Sandrine, happy you like the Cialdini’s principles application. Your point about the importance of taking usability and web analytics as strategies and not purely as tactics is an important one, and I think that there is still too much misunderstanding on this issue. I really like your last paragraph, I think that the best approach to take depends on how many colleagues can understand your everyday job . If your answer is none or very few, then the taxonomy (procedure) I am proposing is an interesting way to evangelize, but if like you mention you have a certain amount of colleagues that can understand you, criticize you and add thoughts on the points you are making, then I would agree that your bottom-up persuasion mode would be the one I would prioritize before trying to persuade more highly placed employees/stakeholders.

]]> By: Sandrine Prom Tep http://jfbelisle.com/2009/10/cialdini-and-web-analyticsan-8-step-taxonomy-for-convincing-stakeholders-to-use-web-analytics/comment-page-1/#comment-133 Sandrine Prom Tep Fri, 16 Oct 2009 15:25:40 +0000 http://jfbelisle.com/?p=940#comment-133 Very nice adaptation of Cialdini's principles Jef :) I must confess that 15 years ago, in the very same fashion Web analytics expertise is confronted as today, usability specialists faced the same challenge...The dilemna of being hired to implement usability processes within the organisation while figuring out how to convince that very same organization that user experience was a strategic weapon not just a tactical one...wondering why was I hired for? Token usability agent comparable to visible minority employees' quotas to make up for the organization's image??! And although the 8-steps you mentionned clearly helped anyone who tried them, all we did was sounding like research geeks at the time! ;-) My evangelizing experience tells me that the best parallel way to win your job's 'business case' is to work your point bottom-up as well (vs trying to convince the top first), inspiring yourself from computing development and the agile approach with rapid prototyping (i.e.; trying small things on the side, make your own hypotheses and experimentations, collect and analyze your data, etc.) and document it, vulgarize it, publish it in your space on the intranet, organize a lunch session with colleagues to discuss it, and at some point, when the opportunity calls, the whole persuasive set-up - everything including yourself - will be ready to convince the top. :) Very nice adaptation of Cialdini’s principles Jef :)
I must confess that 15 years ago, in the very same fashion Web analytics expertise is confronted as today, usability specialists faced the same challenge…The dilemna of being hired to implement usability processes within the organisation while figuring out how to convince that very same organization that user experience was a strategic weapon not just a tactical one…wondering why was I hired for? Token usability agent comparable to visible minority employees’ quotas to make up for the organization’s image??!
And although the 8-steps you mentionned clearly helped anyone who tried them, all we did was sounding like research geeks at the time! ;-) My evangelizing experience tells me that the best parallel way to win your job’s ‘business case’ is to work your point bottom-up as well (vs trying to convince the top first), inspiring yourself from computing development and the agile approach with rapid prototyping (i.e.; trying small things on the side, make your own hypotheses and experimentations, collect and analyze your data, etc.) and document it, vulgarize it, publish it in your space on the intranet, organize a lunch session with colleagues to discuss it, and at some point, when the opportunity calls, the whole persuasive set-up – everything including yourself – will be ready to convince the top. :)

]]> By: Jean-Francois Belisle http://jfbelisle.com/2009/10/cialdini-and-web-analyticsan-8-step-taxonomy-for-convincing-stakeholders-to-use-web-analytics/comment-page-1/#comment-132 Jean-Francois Belisle Fri, 16 Oct 2009 14:43:50 +0000 http://jfbelisle.com/?p=940#comment-132 @Simon. Thanks for the nice advice, I totally agree that the first step is an important one and that the focus should be oriented on who hired you. This is why a strong personality is important in this business, even though some might think that web analyst should be shy extroverted individuals. @Marc. Nice comment. I strongly agree with your "fear of change" argument, like you mention, overcoming (or fighting against) the business culture of an organization is such a challenge in any kind of persuasion task. In bigger organization it is always more difficult, I'm pretty sure you got plenty of examples in mind. @Simon. Thanks for the nice advice, I totally agree that the first step is an important one and that the focus should be oriented on who hired you. This is why a strong personality is important in this business, even though some might think that web analyst should be shy extroverted individuals.

@Marc. Nice comment. I strongly agree with your “fear of change” argument, like you mention, overcoming (or fighting against) the business culture of an organization is such a challenge in any kind of persuasion task. In bigger organization it is always more difficult, I’m pretty sure you got plenty of examples in mind.

]]> By: Marc Poulin http://jfbelisle.com/2009/10/cialdini-and-web-analyticsan-8-step-taxonomy-for-convincing-stakeholders-to-use-web-analytics/comment-page-1/#comment-130 Marc Poulin Fri, 16 Oct 2009 13:13:35 +0000 http://jfbelisle.com/?p=940#comment-130 Interesting recipe that can be applied to a number of fields. Deep down, it has more to do with change management than anything else. Interesting recipe that can be applied to a number of fields. Deep down, it has more to do with change management than anything else.

]]> By: Simon W Gaudreau http://jfbelisle.com/2009/10/cialdini-and-web-analyticsan-8-step-taxonomy-for-convincing-stakeholders-to-use-web-analytics/comment-page-1/#comment-128 Simon W Gaudreau Fri, 16 Oct 2009 02:19:02 +0000 http://jfbelisle.com/?p=940#comment-128 Your plan is very straightforward and clear. As a complement, I would add/suggest you to consider for Step 1 to really focus on the people who asked the human resources to hire you as a web analyst. The web analyst should try to influence these people initially. It will be easier to thereafter involve stakeholders and even more the vice-presidents and CEO subsequently. Your plan is very straightforward and clear. As a complement, I would add/suggest you to consider for Step 1 to really focus on the people who asked the human resources to hire you as a web analyst. The web analyst should try to influence these people initially. It will be easier to thereafter involve stakeholders and even more the vice-presidents and CEO subsequently.

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