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I'll be speaking at Ark Group's conference Driving Interoperability and Collaboration in eGovernment in Brisbane in late August on the topic of eMetrics - using them to benchmark and drive the ongoing success of eGovernment initiatives.
If you're planning to attend this conference - or even if you're not - let me know via comments to this post the areas you'd like to see covered within the eMetrics topic and I'll endeavour to cover them in my presentation.
My presentation will be posted on my slideshare site and blog after the event.
For an extract from one of my previous conference presentations on the eMetrics topic, see my post eMetrics primer
For the full presentation I gave on web strategy recently at a conference, see my post Web Strategy in Sydney
Friday, June 13, 2008
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The difference between hits, pageviews and visits.
ReplyDeleteHi Craig
ReplyDeletea colleague sent me your blog today - I was most interested to see you are presenting in Brisbane, where I am based. I have been a web analyst for 5 years - I'd really like to see a section about multi channel analytics, such as comparing call centre costs with providing content online and cost savings made, or cost savings from moving print documents online.
Earlier in the year, we ran a PPC campaign for a section concerned with the floods in Queensland and what help was available from the government - it was pretty succesful, and I was able to show the value of keywords, ads and content closely matching in terms of low cost bids and conversions on the site. I think this kind of research is really useful in proving the value of combining metrics from search, website and email with other sources.
I'd also like to see some emphasis on the importance of objectives or goals on a site, and how web analytics can be used to feed in to these.
Most importantly I think you should talk about the importance of a dedicated resource in the team (also a FT resource on SEO/PPC/SEM)
I'd also really, really appreciate it if you don't mention hits, or at least explain why they are often a misleading and overinflated metric in a business context (unless you are involved in server admin). I still see campaigns where the evaluation of the web component is 'hits to website', and I look at my umpteen indicators in HBX and Google Analytics and say ain't no hits in here!
I've included the link to the web analytics associations standards commitee, which has defined a range of metrics
http://www.webanalyticsassociation.org/en/cmt/?5
cheers
Jon
Thanks Jon.
ReplyDeleteI compare phone vs web traffic on a regular basis and the results are in my Department's annual report. Very interesting results.