eMetrics primer

eMetrics is a personal interest of mine.

Being able to measure what actions people take and what information they use is, in my opinion, one of the key differentiators between the online channel and other communications mediums.

I find that the insights into customer and staff behaviour gained through eMetrics provides a solid basis for improvements to websites and intranets. It's also hard evidence that can be used to bring others onboard.

However using the wrong eMetrics can lead to all kinds of problems. I feel it's vital to understand what you are measuring, and why you should be using it.

Below is a brief primer using slides from a presentation I gave at a conference in 2007.

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