1. If the data-pulling part of the analysis can be done in the tool, ask for instructions.

One thing you should know up front: If the answer to your business problem is something that can be found in the tool, you will save a lot of money by doing it yourself. However, not everyone has the time or the expertise to pull and/or interpret the numbers themselves. If you know (or suspect) that this is the case, ask your consultant to include step by step instructions on how to repeat the analysis on your own at a later date, and to document why she reached the conclusions she did. This may increase your estimate by a few hours to cover documentation costs, but you will save in the long run by being able to repeat the analysis as desired at a later date, to establish trends or to see how making changes to your site affects the outcomes. You will also have gained some valuable insight into how an “expert” approaches your particular business problem.

2. Tell your consultant what business problem you’re trying to solve.

Make sure you clearly communicate the specific business problem you are trying to solve. If you know of one methodology that will get the answer you are looking for, don’t be afraid to share. But it is usually best not to over-specify the methodology to be used, even if you think you know exactly what you want. Your analysis tool has a maze of tables and relationships and data under the covers, and there is often more than one way to tease out the same business insight. Allowing the consultant the flexibility to suggest other methodologies could result in significant cost savings, or in added insight for the same amount of hours. For example, asking your consultants for “all paths” that lead to purchase should set off some alarm bells with your consultant. A request for a list of “all” anything – unless the data is intended to be moved into another database for further analysis – is usually a sign that the business question hasn’t been well-formed. A good consultant will try to guide you to the real reason behind your question instead of providing you with a data dump: Were you trying to find out whether users were more likely to search or to navigate before making a purchase? Or were you trying to figure out whether the new tools you added in your product view area led to a higher likelihood to purchase?

3. Beware of “canned” analysis.

I am not talking about your consultant re-using queries and methodologies from prior engagements – that’s smart business, and reduces the time it takes to get answers and the likelihood of errors – but about “analysis” menus from which you can order as though you are in a restaurant. These are seldom tailored to your site, and are based on a one-size-fits-all methodology. These analyses are not all bad – they can serve as a training tool for your own in-house analysts if they include instructions on how to replicate the analysis yourself – but you should expect to pay accordingly.

4. Meet with the consultant before you ask for a quote.

When you first approach your vendor for services and speak with the consultant, insist on a web conference where you can call up your actual website and point to specific areas of concern. Taking time to do this up front helps to avoid misunderstandings, helps your consultant understand any company-specific terminology you use when referring to activity on your site, and should result in a more accurate estimate and more satisfactory analysis.

5. Clearly define — in writing — what the analysis engagement is about.

Finally, don’t be afraid to ask for a “solutions design” document to specify exactly what you’re paying for. Don’t expect the design document to include all of the details: it is hard to run a business when a consultant executes most of the engagement up front, only to have the client decide not to spend the money after all. However, the document should include enough detail about the methodology for the consultant to know how much work is involved, and to minimize any disconnects between what you asked for and what she delivers.

When you contract with your vendor for professional services, you are paying for special access to your site’s dataset, a breadth of knowledge that allows the consultant to apply lessons learned on a variety of sites, and for the business acumen to understand something about your particular business and what makes your site different from everyone else’s. Make the best of the opportunity!