Measuring ROI – Lesson 2: Becoming a data diplomat

Divorcing yourself from opinion, or qualitative analysis, or wishy-washy suggestions can be a tough task.  Some stakeholders are statistically savvy and can look at numbers objectively, opting to do their own analysis – perhaps by using separate business intelligence. However, most people want to read interesting insights, even if it’s just to look smart at the water cooler.  For everyone to get on board, the trick is to stop saying, “I think” and start saying “the data shows.” Continue reading Measuring ROI – Lesson 2: Becoming a data diplomat

Measuring ROI – Lesson 1: Don’t just look at Web Analytics

Return on investment is a sexy KPI right now; everything and everyone claims to provide easy calculations of ROI, value added services that show ROI, and other far-fetched promises.  Probably one of the hardest things a web analyst can do is measure ROI — true ROI.  We’ve become accustomed to using the term “return on investment” to include subjective value propositions; soft and cuddly marketing statements.  True ROI is just not available through analytics tools and web analysts do not have the luxury of full financial disclosure. Continue reading Measuring ROI – Lesson 1: Don’t just look at Web Analytics

Predicted Top Web Analytics KPI’s for 2010

Happy New Year and welcome back to what will be a make or break quarter for many of us. It’s time to hunker down and turn what was a pretty terrible economic run last year, into the building blocks of recovery.  Many of us will have to focus our efforts on hitting hard in early 2010, gaining an important early foothold amongst strong competition.  That makes measuring continued success so much more difficult, especially if you haven’t yet established clear KPI’s on which efforts will be judged.  So with all the vague “just measure ROI” discussion aside, I’m predicting the following to be the most important key performance indicators for early 2010. Continue reading Predicted Top Web Analytics KPI’s for 2010