Darren Guarnaccia’s Blog

My thoughts on Sitecore, WCM and doing business on the web

About

dguarnaccia_bio_imageDarren Guarnaccia is the VP of Product Marketing at Sitecore, and enterprise WCM vendor.  I’ve spend the last 12 years working with Internet technologies, from my first project with Broadvision at a startup, to running large teams of consultants doing e-businessness integration and working at a couple of WCM vendors themselves.   Oddly enough, I’ve also worked as an IT implmeneter, as well as selling and marketing products. It’s a fascinating experience, I highly recommend it.   In the course of my 20 years in IT, I’ve been: A network adminstrator, database developer, Oracle DBA,  IT Director, CTO,  Sales Engineer, Partner Sales Manager, Solution Architect, and VP Product Marketing.  A strange mix of titles indeed, but I think it gives me a unique perspective.  I see things with both the IT centric lens, as well as the marketing and sales lens.  I’ll try to bring those multiple perspectives together in this blog, hope you’ll join me.

2 Responses to “About”

  1. Darren,
    I recently read your article regarding Google Analytics’ limitations related to demand generation websites. I would like to ask if there are any analytics products you feel are best suited for demand generation websites available today?

    Thanks in advance for your help.

    Best,
    Paul

    • Thanks for asking Paul,

      There are a variety of options that are better suited to demand generation sites. There are WCM technologies that incorporate much of these capabilities such as Sitecore. They incorporate lead automation, campaign management, session level tracking, etc. There there are the Marketing Automation technologies such as Marketo, Eloqua, Unica, etc. They also have analytics and tools that can give you lead scoring and lead routing capabilities, and their analytics are geared to focus on the indivual session. The general problem with these technologies is they are 3rd party plugins to a site, and can’t directly affect the site easily so you’ll still need to move to your WCM to make changes. Then there are some of the higher end web analytics tools such as Webtrends (who uses Sitecore for their website) and Omniture. Both companies have add on features you can buy to do some of this, but it can get expensive. Same problem as the Marketing Automation tools, they can’t directly affect your site, which is why I believe this stuff should live in the WCM tool you use to manage your site. But there are lots of choices to pick from, based on what level of integration you want, and your requirements.

      Let me know if there’s any addition questions you have, be happy to follow up.

      Best,

      Darren

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