Performance Management

From an article I wrote for MediaPost a few weeks ago:

Web Analytics Key Performance Indicators (KPI’s) are critical for breaking through the dataglut spewing forth from your web analytics tool.   I mean there’s a just a ton of data in web analytics, and the majority of it tends not to be very useful or applicable for improving your business performance.  While it’s wonderful to have a tool that lets you cut, cross, and slice loads of data every which way but loose, its can be a real challenge to frame the data or put it in context in a way that helps your business optimize the web site.   That’s why I like KPI&#821

Hello good readers!  Every month I write a column for MediaPost’s Metrics Insider.  Here’s my most recent one:

In Part 1, I mentioned that the Web Analytics team will look very different depending on company and business goals.

About a year ago, I wrote a guest blog post over on Robbin Steif’s blog about using Google Analytics for tracking Javascript and Flash events.  This weekend Jeremy Geelan, SVP over at

I’ve been so busy folks, I’ve had no time to blog, so forgive me for my two week hiatus.   

The classic problem of “marketing versus IT” is real.  If you are lucky, you work with an excellent IT team (like me!), then this problem will be minimal if at all.  But in most cases, based on what I hear from my industry colleagues, the analytics team often has issues with IT resources being sufficiently delegated to supporting a web analytics implementation and program.

The classic problem goes something like this:

Web analytics tools can be outgrown, like houses, clothes, shoes, music, books, and ways of thinking about the world…  But how do you know when you’ve outgrown your web analytics tool?  In part 1, I began the list of five symptoms of an outgrown web analytics solution, which was spawned out