- Identify unique online actions that show user engagement
- Refine Web analytics system to capture event data
- Create metrics to score visitor activity
- Track “event streams” along with clickstreams
- Mine event data for optimization and upsell opportunities
Although this is a good start I think it's important to point out that what you should be measuring depends on your business objective. In Google's case they had fewer ratings in the Nielsen/NetRatings website popularity gauge but still made more money than any other website.
I don't know about you but page views and click throughs always fell short of answering my most important questions: how many of my visitors are getting the information they want and more importantly; am I driving the right kind of visitors to my site?
I don't know about you but page views and click throughs always fell short of answering my most important questions: how many of my visitors are getting the information they want and more importantly; am I driving the right kind of visitors to my site?
If you’ve got a blog or wiki, maybe web analytics isn’t nearly as important as comments or user input. If you’ve got a forum, it's all about the number of posts per day. What it comes down to is that web analytics need to be customized for each campaign or website. That’s going to take a lot more work up front, but hey, if good marketing was easy, anybody could do it.
1 comment:
Hi LaSandra,
I'm glad to hear you enjoyed reading the MarketingSherpa article. You are absolutely correct when referencing that metrics have meaning only in context of objective and goals.
Warm regards,
Judah
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