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analytics
eCommerce Metrics and Analytics – Business Objectives
An important initial activity in planning for a new or redesigned eCommerce website is to define the specific business goals for the site and the measurements that will be used to track progress toward the goals. Collaboration throughout the organization is needed to first define the target audiences, then define and prioritize specific objectives for [...]
Common Web Analytics Metrics
There are a wide range of web analytics tools that track a variety of different metrics to help you measure the effectiveness of your eCommerce site. The types of metrics you should select to measure depend on your specific needs and goals for your eCommerce business. Needs may range from basic traffic monitoring to complex [...]
An underused resource – production log files (read on, this isn’t just for the operations team)
If you are a Director of eCommerce or other eCommerce leader, you may think that the log files are just a tool the technical operations team uses to investigate a site outage or other technical problem. No doubt, they are useful for that – but they can also be a valuable source of information that [...]
Google Analytics has come a long way
I first looked at Google Analytics for web analysis a couple of years ago. At the time, it was quite a few steps behind some of the commercial packages (e.g., Omniture, web trends, etc.). I’ve spent the last couple of years working with several large ecommerce implementations that use Omniture. This week I started working [...]