Metrics is a funny business. Logic states that if a measure like page views goes up, then we’re doing well; if it goes down, we’re doing something wrong. I encounter this thinking everyday with requests for total volume of [insert your metric]. But here’s the thing – every metric influences another and the results can be contrary to what you are trying to accomplish. It’s near impossible to find meaningful results that don’t have a flip-side.
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Omniture Summit 2008… Frankly, it’s something you have to experience – the lights, the music, the scratch of pocket protectors on pinstriped poplin shirts. Yes, it’s a spectacle. But despite that noise, there’s good information. This year I was most impressed with the continuity of theme throughout the sessions – actionable analytics. I did however pick up on some differing definitions of actionable analytics across the sessions. More commonly, I heard actionable analytics substituted with “strategy” and therein is the impetus of this post.
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