The beauty of Web analytics—and the promise of the Internet—is the ability to capture nearly unlimited amounts of data about your Web site. Without a clear strategy to "measure what matters," your Web analytics initiatives will quickly drown in a sea of data. So how can you turn these incredible data resources into clear and actionable insights? A good place to start is by defining key performance indicators, or KPIs.
This paper is designed to help you understand KPIs and define metrics that support your organizational goals. What data should you focus on? Who needs this information? How different are the data needs and delivery mechanisms between various teams and job functions? And what is the most effective and impactful way to share key metrics across the enterprise?
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