Measuring Success
"We analysts often don't get the love, respect, and funding we deserve because we do not adequately measure one golden concept: Outcomes." The art and science of measuring Outcomes from websites is no simple task. We'll focus on metrics that take you beyond the limited confines of Conversion Rate to identify opportunities to improve your bottom line.
I hope to inspire you to truly come up with key performance indicators (KPIs) of value for your business. "It is criminal to simply focus on one job for your website and ignore the Micro Conversions." Keep an open mind about what kinds of Outcomes you can measure because your choices will guide the kinds of analysis your team does and the value of the insights they will provide.