10 Ways to Combat Fuzzy Web Metrics
Good post from Omniture's blog regarding the importance of collecting only the web metrics that matter to your business and avoiding the buzz metrics du jour. What it doesn't mention is that Omniture's SiteCatalyst has a ways to go in making this mission easier for its clients.
Before tracking "nice-to-know" metrics, ask yourself, "If this metric is really high or low, does it lead directly to an action I can take that impacts my goals?"
We need to stop the metric abuse today! If we’re going to change the face of marketing, we need to ensure our analytics foundations are sound. I’m making the pledge to not tolerate metric abuse any longer, and solemnly swear to:
- Only refer to actual metrics as metrics
- Be specific and never use vague metrics
- Never give fancy, meaningless names to metrics
- Avoid renaming well-known metrics and go with standards if they are in place whenever possible
- Ensure new metrics are well-defined and documented for anyone that will be consuming the reports/analysis
- Only use acronyms that are well-established and understood
- Make sure metrics are meaningful and actionable
- Be careful with complex, calculated metrics that may be less actionable
- Avoid “nice-to-know” metrics that waste time and mostly go unused
- Strive to correct people that misuse the terms: metric and KPI
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