Web analytics, easily had for free, could tell you a lot about what you don't know about your online business. We're truly in an age where the lack of technological resources no longer works as an excuse.
Unfortunately, even though we have a wealth of resources and metrics, we have a glaring lack of understanding and artistry. It almost feels like we're still stuck in the early days of the web. Everyone still focuses on pageviews and member count.
Pageviews don't work when we can go much deeper. We can go granular and look at what people are actually doing on every web page requested and rendered. Why is a "view" valuable when what we're really trying to drive implies a more consequential interaction that suggests risk! Buy something, sign up for something, opt in for something - we don't want people just to look. That's too safe.
And what's with people who count members? It always only gets bigger unless you give folks a way to cancel their accounts. Self-congratulatory entrepreneurs keep celebrating as the absolute numbers of members grow. It's like a Depression-era widow watching the dollars in her savings account grow while inflation runs away from her. What is the rate of growth? How does that compare against competitors? More importantly - what is the level of engagement amongst the membership? How much time do they spend with you? Do they bring others with them? How top heavy is your membership base or do you have a widespread base of evangelists? How many have abandoned altogether?
We can't handle the truth! Long live the truth!
true, but skewed analytics can be used to justify greater funding from your financial backers. i feel that many people exploit misuse of statistics for short term gain.
Posted by: karie-ann | 11/29/2009 at 03:45 PM
PageRank is a very innovative idea. The most challenging thing for online advertisers is that Google can always find a new way to fight against them.
Posted by: TV stands | 11/09/2009 at 03:37 PM
Buy something, sign up for something, opt in for something - we don't want people just to look. That's too safe.
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