Web Analytics Professional Steps From Mentor to Mentee

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Web Analytics professional challenges industry peers to step into the Analysis Exchange.

MPThree Consulting

It was a great experience

Massimo Paolini, of MPThree Consulting , recently finished working on a web analytics project through the Analysis Exchange, and was surprised by the enjoyment and challenge. "It was a great experience," Massimo says, "and I encourage other web analysts to consider donating their time and expertise."

The Analysis Exchange provides a place for web analytics students aspiring to become professionals to meet with those who already are. Nonprofit organizations, small businesses and non-governmental organizations that seldom use web analytics become the training ground for these students, with professionals guiding the way.

Massimo signed up with the Exchange; he was matched with the world's largest research organization for the next generation of MS treatments, the Myelin Repair Foundation. "It was wonderful. Two people in my life suffer from MS; I was thrilled to be able to work with a group working so hard to help people like Sylvie and Derek."

Although the Myelin Repair Foundation already has a full-time web analytics employee, they needed a little bit of a guiding hand on conversions. Together, they found good alternatives to add to their existing system, in order to track a conversion to its conclusion. Massimo was happy to help, but found that, though he may be a strong analyst, there was more to learn.

"I worked closely with Matt, the Analysis Exchange student web analyst. It was important not to just take over. As a mentor I needed to use guidance and instruction to help Matt expand his understanding," said Paolini. "This was one of the most valuable lessons I learned, I think: how to instruct and teach more than grabbing the reigns and controlling the whole project. In the for-profit world, people hire me to do the web analytics FOR them. What a change this was!"

He also found out a few things about working with non-profits. "It's a little different than for profit," says Massimo. "For instance, Google Checkout doesn't have the functionality for non-profit donation tracking. On top of that, non-profit donation systems aren't web analytics friendly. I truly gained a new understanding and appreciation for non-profit organizations, and the challenges they have with web analytics. I guess you can teach an old dog new tricks!"

To find out more about the Analysis Exchange, please visit the Analysis Exchange home page.

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Massimo Paolini