I have strong opinions about the importance of setting proper KPIs (Key Performance Indicators) and applying appropriate subsequent optimization goals. In my assumption, that we are somewhat in agreement on the former, I believe it is fair to suggest that Article Views are a much stronger metric than Page Views. – AND If I were to run a News Media organization, I would choose Daily Unique Article Views as my primary success metric. Think about it – and do let me know why your organization is not using Article Views over Page Views ?

I Just returned from Madrid, where I did the keynote at the wonderful web analytics conference, practitioner web analytics. The conference was announced and promoted as a conference for data driven professionals – which I took very literally and went all in with a rather geeky presentation (at first sight). I do believe though, that choosing your optimization goals is not taken as seriously as it should be by most analytics teams (whether internal or external). Find my slides embedded.

We (and that means every online marketer) have seen an extreme interest in Online Video (streaming video) because it simplifies the process of getting video to the consumer and with streaming video, unlike downloaded video, the content (the video and any interaction with it) can be tracked. AND if any business, that be B2C or [...]

Summary:How does one decide if a Metric qualifies as a Key Performance Indicator? and if so, what are the characteristics of an excellent online marketing KPI? I am actually an extraordinarily positive advocate of creating and using KPIs and I truly believe that one has to understand that using KPI and Metric interchangeable is not [...]

In today’s competitive marketplace, the Finance and Banking industry is bound to establish a strong online presence and to conduct marketing activities that will enhance customer experience and support lead generation and cross-selling activities. But as always – there MUST be a set of measurable KPI’s that are strongly aligned to ones business objectives, like [...]

This is going to be the first – of a couple of posts – about this metric. Lately, we have seen that Enterprise Web Analytics vendors have put some thought into a Visitor Lifetime Value metric (KPI) – I would like to add the following comments: First and foremost, I think we should use a [...]

In today’ multi-channel marketing world, the Web is quickly becoming not only the first “point of contact” with an overwhelming majority of travel and hospitality customers but also a key tool in achieving incremental growth and competitive advantage. What’s more, an effective Online Marketing strategy in travel and hospitality plays a crucial role in establishing [...]

In my recent post about what and how to measure Social Networking websites I suggested the following online social network user engagement KPI’s: User Engagement Anonymous visitors to members conversion rate Active member length Time since last login Total time spent on site With a comment added in regards to the User Engagement KPI saying [...]

By media and content websites, I am talking about pure online media properties like CNET as well as companies (e.g. traditional newspapers like New York Post) who must somehow, either be in the midst of an involuntary transitioning of readers, from offline content consumption (their paper) to online content consumption (their website) – or in [...]

My overall conclusion is that one cannot be successful — in the long run — running any social media activities if not one or more activities around enterprise optimization analysis is deployed – and I hope that the text somehow inspired which direction to go in.