Marketing vs IT: a Great Solution


So how do you get the good folks in IT to help you when you’re a web analyst who doesn’t have the ability|clearance to make changes to the web site yourself?

That was a small part of the presentation that I did at the eMetrics Summit yesterday. There probably isn’t any one answer, despite the fact that I sure did hear a lot of marketers with the identical problem: “IT doesn’t have any incentive to help me (put up page tags, for example.) They think it will just slow down the site.” However, one woman in the front had a stupendous answer. She consistently goes back to her IT department with a technographic analysis — 404 errors, browser type, etc. The stuff that her IT department loves. So she has wittingly? unwittingly? made them into one of her customers, but can’t keep it up unless they help her.

I wish I knew her name so that I could ask her to write a guest post.

Robbin Steif

Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • S.Hamel

    I think part of the solution might be to have a key IT person such as an architect (or “evangelist”?) who really understand the IT side of things but at the same time have grown up to a business level where setting objectives with the business, and measuring their progression, are critical.

    My personal background is strongly tainted by IT (developer, DBA, sys admin, architect, analyst, project manager, etc.) but after 15 years in the field I decided to pursue a MBA to remove the “techy” tattoo I had on my forehead.

    My analytical skills and my passion for technology and statistics naturally led me into the web analytics arena, which is a perfect match for me. I’m now able to fill the gap between the IT constraints and language and the business ways of explaining their requirements.


  • Hi Stephane – I always see you on the Web Analytics Forum – now I understand why you are able to ask great marketing questions and understand the technology too.

  • Anonymous

    Is it as simple as IT just not having the resources to do the work and getting swamped by higher priority tasks?

    Case of “can’t” not “won’t”?

    Perhaps rather than trying to IT onside, the angle may be better approached higher up?

    I’m finding it a little surreal at work where we’re having to put off analytics requests from the CFO simply due to an extreme lack of resources and competing, higher priorities.
    It’s not we don’t want to do the work, we just can’t. I’ve already done about 60-70% of the analysis, just no time to finish.


    – Steve

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