April 15, 2007 • 10:22 am
Offlate, been reading lot of posts and articles on measuring online traffic, especially related to web 2.0. The latest one comes from BusinessWeek: Web Numbers: What’s Real?. Mentions are being made about complexities due to AJAX, RSS and Search Engine Referrals.
However, the key question is how does Web 2.0 reflect on the KPIs being reported till date. Is there a change? What impact does RSS have on repeat visits? Do you still need page views as KPI?
I think we need to go back and ask the basic questions: Why do you need to measure? What will you do with the numbers? And then bring the pieces together.
An advertiser would need to ask pointed questions – is there a case study which can tell you if there was change in Brand Recall/Top of Mind Awareness OR were the sales impacted? Just clickthroughs will not mean much. The Business Goal Metrics will be more important then Site Efficiency Metrics.
With Web 2.0 one thing is sure, measurement will no longer be online or offline – the dividing line will become thinner. Time has come for an integrated dashboard. For a Branding site, the measurement will no longer hinge only on online specific measurements (page views, repeat visits, time spent, etc). It will also include traditional measures like increase in recall, top of mind awareness. Reverese will also be true – how many referrals come for “promoted Brand Terms” through search engines.
Comments?
Technorati Tags: web 2.0, web analytics
Filed under: Online Marketing, Web Analytics, web 2.0
October 18, 2006 • 3:39 pm
Offlate, been reading lot of posts and articles on measuring online traffic, especially related to web 2.0. The latest one comes from BusinessWeek: Web Numbers: What’s Real?. Mentions are being made about complexities due to AJAX, RSS and Search Engine Referrals.
However, the key question is how does Web 2.0 reflect on the KPIs being reported till date. Is there a change? What impact does RSS have on repeat visits? Do you still need page views as KPI?
I think we need to go back and ask the basic questions: Why do you need to measure? What will you do with the numbers? And then bring the pieces together.
An advertiser would need to ask pointed questions – past experience which can tell you if there was change in Brand Recall/Top of Mind Awareness OR were the sales impacted? Just clickthroughs will not mean much. The Business Goal Metrics will be more important then Site Efficiency Metrics.
With Web 2.0 one thing is sure, measurement will no longer be online or offline – the dividing line will become thinner. Time has come for an integrated dashboard. For a Branding site, the measurement will no longer hinge only on online specific measurements (page views, repeat visits, time spent, etc). It will also include traditional measures like increase in recall, top of mind awareness. Reverese will also be true – how many referrals come for “promoted Brand Terms” through search engines.
Comments?
Technorati Tags: web 2.0, web analytics
Filed under: Online Marketing, Web Analytics, web 2.0
