Wednesday, December 02, 2009

Getting serious about web analytics in Australian government - join the new group

Last week the Australian Bureau of Statistics ran a free event for government website managers to discuss web analytics - how different agencies were doing it and what, collectively, we would like to see happen in the area.

There were a number of excellent presentations and plenty of time for group discussion. In fact it's the best such event I've seen run to-date within government and was better than many of the (more costly) commercial conferences.

Some of the outcomes of the day included a recognition that while there are many different tools and reasons for measuring public websites, there are some standards we should have in place across government to define and agree on appropriate metrics - beginning with the basics like page-views, visits and unique visitors.

There was also a good discussion around the prospect of a whole-of-government web reporting system which would allow agencies to directly benchmark and compare against appropriate peers. The Victorian government has made great strides towards this already, as has the NSW government.

To continue the conversation, and begin to recommend some firm ideas for how to proceed in the web analytics space at all levels of Australian government, a Web Analytics For Australian Government group was established at Google at the end of last week, and is already beginning to see some discussion of the topic.

If you're involved or interested in website management and measurement - or simply wish to understand how to measure the effectiveness of websites alongside other communications channels - please join the Web Analytics For Australian Government group.

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