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| 24-May-05 8:00 AM EST | ||
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KPI Definitions White Paper for Discussion |
| Albert Einstein said, "Not everything that can be counted counts, and not everything that counts can be counted." Certainly this applies in the area of web site measurement. What is measured and how is not nearly as important as why. Web tracking yields rich data detailing customer interaction with a site such as page views, page views per visit, unique visitors, loyalty, conversion, visit source, abandonment, shopping cart detail, most viewed, most clicked links and entry and exit pages. Lots of things can be counted on a web site, but not all of it is important. And some critical information can't be counted at all or can't be counted accurately or may be too expensive to count. Intent, for example, falls into this category. Brand impact of a site is another example. Before looking at the basic framework of measurement: counts, ratios and KPI's, the first step is to agree on business objectives and how they will be measured. The next step is to define a common data gathering and measurement methodology and agree on definitions. Once accomplished, the resulting data is consistent and comparable and can be used as the agreed-to "source of truth" to measure the business. The linked to white paper provides a framework and detailed definitions of web traffic and web business measurement. By putting a stake in the ground we hope to generate further discussion as well as provide readers with foundational elements to open discussion with their management, peers, clients and students. Within WAA the education, standards and research committees will be delving deeper into this subject area. Download the whitepaper here. |
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