Stop Chasing "More" ... Seek Out "Right" #Metrics
How often do you hear from bosses, clients, colleagues – “can’t we add more [blank]”? Unfortunately, with analytics the answer is almost always “yes”. But just because you can compare the number of users who viewed your site in FireFox vs. IE, doesn’t mean you should devote precious time to it.
In Avinash Kaushik’s 11 Digital Marketing “Crimes Against Humanity” – No. 9 jumps out at me – “Don’t Do Anything Without a Web Measurement Model.” In short, it means have a plan of what it is you want your website to do – or more accurately what action should it prompt in your visitors. Then track the metrics that lead to, record or increase the chance of that happening.
See the example below of a Web Measurement Model and notice it’s not about “more” it’s about the “right” metrics that support the goals of the site.
