Web Analytics India Blog

Although it took me long to continue the series but here’s the next in the Web Analytics Back to basic series.

Here’s what was covered in series before

1. Web Analytics Back to Basic Series - An Intro to the series
2. Web Analytics Terminology - An Intro to important Terms and metrics involved in Web Analytics
3. Web Analytics Technologies - A Overview of Web Analytics Technologies Used.

Key Performance Indicators - KPI

Definition:A KPI is a measure of an essential outcome of a particular activity.

The most important aspect of any performance indicator is relationship between the current and previous measurement. This ratio is what makes them key because then we know when to act upon them. All true KPIs drive action

Without Key Performance Indicators it can be an overwhelming task to share relevant and actionable data with various stakeholders within an organization.

If yes! Drop me a note and I’ll drop by to say hi

Omniture Summit 2008 is all set to happen early march, Personally this will be my first experience at the summit. Although I could not make it to the last year version. I read most of the whitepapers (Omniture Users you can find them at the help section) and found it really useful.

Omniture summit 2008 has a great agenda, the summit being the World’s largest Web analytics and online marketing community-sharing case studies and best practice. In Span of 3 days, Omniture summit will have more than 40 sessions tailored to the needs of the Omniture Community:

Some of the Keynote Speakers include Lance Armstrong and Seth Godin

There’ll also be best practices knowledge sharing on

• A/B & Multivariate testing (MVT)
• Video, Social Media
• Search marketing
• Email marketing and Multi-channel marketing

June Dershewitz  wrote a article on Web Analytics association site, The “title” caught my attention and when i read that i could probably relate to my early days in web analytics. Tittled Top 10 Things I Wish I Knew When I Started in Web Analytics .

Here’s the three things which probably i can relate to most!

Excerpts from the Article

• Ahem, what is this thing you call a “Visit”? Know your standard web metric definitions by heart, and be able to recite them concisely for people who ask. They will ask.
• Dirty, dirty, dirty. Numbers won’t match, they won’t add up, they won’t make sense, sometimes they won’t even exist. Know how much dirt you’re willing to live with, then accept it and move on.

Judah over at Web Analytics Demystified wrote about an Team Structure for Web Analytics, and i agree with his thoughts on web analytics team structure. Many articles and best practices guide for Web Analytics governance and forming a new team, but at the end of the day it depends on Company size, Structure , Process, Priorities, and of course budget.

Here’s in brief of what Judah talks about how a web analytics team should look

• An Executive Sponsor: A Hippo (Highest Paid Person in the Organisation)
• A Web Analyst: This person is most likely you. You may be an MBA, a techie, a marketer, an IT person, or someone who was promoted into the position
• A Technology Expert: A computer science graduate! or web Technologist

Here’s also more about related topic, this time written by Eric Peterson over his blog. This is a 2 part series on Web Analytics Communication Strategies.

Dennis Mortensen recently did a presentation on how to decide if a metric qualifies as a KPI - Key performance indicator.

Here’s an overview of what he speaks about

• How does one decide if a Metric Qualifies as a Key Performance Indicator? ..and if so, what are the characteristics of an excellent online marketing KPI?
• 7 KPI Characterstics
• Examples