The Seven Deadly Sins of Web Analytics
How many of you have been in a meeting like the cartoon above?
We have been amazed by the number of senior managers and executives who prefer to manage web projects by their “instincts” or worse by trying to do what the coolest new site is doing (see MySpace for example). Today, everyone wants Web 2.0 without a clear understanding of what that means. Mostly, executives just want a better performing web site that is aligned with their corporate goals. They just don’t have anyone to help them interpret the volume of data available to demonstrate what is really going on with their web site. And that leads to the Seven Deadly Sins of Web Analytics.
I read this article by Jennifer LeClaire of Newsfactor this morning. WOW, finally someone who is putting it together in a nice easy to understand fashion for executives. It clearly spells out why measurement is so important and why you must not follow the crowd, but focus on what your visitors’ actions are telling you.
Ms. LeClaire’s article deals with the executive who thinks that the number of hits is growing so life is good. Classic that she picked up on that metric to use in her story. We are still amazed when we hear anyone use it as a key indicator of growth for their online business. If we had to add one more sin to the list, it would be Ignorance of Metrics. But perhaps that is the point of the whole article.
Want to learn what to measure and why? Do you need help with understanding why hits are are increasing while visits are decreasing? Contact us and we’ll help you avoid the Seven Deadly Sins while improving your online business.
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This entry was posted on Thursday, February 22nd, 2007 at 12:47 pm and is filed under Uncategorized. You can leave a response, or trackback from your own site.
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Great post! Keep up the good work