Measurement is critical, but it can quickly lead you astray. Here are three keys for measurement that will keep your marketing on track.
We know the meme--that information wants to be free. For the sake of argument, let's say we buy into the notion that information has volition, even metaphorically, and can "want" something. But isn't it just a cuter way of saying "People want information to be free for them to use"?
Doesn't it sound a little less self-serving when we look to the information itself for an answer? It isn't the person who wants something for nothing. It's the information itself which, like a living organism, has a need to be disseminated freely and not be associated with any nasty credit-card stuff or invoices or anything yucky like that.
Of course that's what it is!
And so it goes with web analytics. Apparently there is no human drive to seek better value--no human desire to have both great analytics and no bill to pay. It must be web analytics that wants to be free, because it keeps getting harder and harder to ignore "free" in the marketplace (see: Google Analytics) even if you're deploying for an enterprise. And of course Google has a paid version for those that really don't want web analytics to be free, but want to make sure that if Google... Read more
Yes, I am a founder of the WAA. I formed it with Jim Sterne and Bryan Eisenberg in the far distant past--before Google Analytics! Before Facebook! Before Twitter! Back then it was the former CMO of WebTrends and WebSideStory, Rand Schulman, who got the three of us together and fomented the idea we found an organization solely devoted to the success of web analytics as a discipline. I have not been directly involved with the WAA in several years so please be assured there is no agenda behind my plugging membership.