Measure what Matters

August 13, 2008 at 2:24 pm Leave a comment

Key Performance Indicators (KPI) help bridge the gap between your Web analytics data and your company objectives. But before you can start any form of research; you must define your company objectives and your online goals. KPI’s can be anything from increasing revenue and lead generation, to conversion rates and page views. It is important to measure what matters by keeping a focus on the research and data collection objectives.

Some interesting KPI stats:

• More than 70% of companies don’t deliver important Web data to executives.
• More than 80% of retailers don’t report Web data to merchandising staff.
• Only 53% of companies are sharing Web analytics data with their marketing groups.
• Only 32% of companies are distributing analytics data daily or weekly.

KPIs identify what to monitor, manage, and optimize so don’t hesitate to share web performance across all departments including marketing, sales, and even with key stakeholders.


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