Following my last column, many industry folks shared their pet peeves with respect to Web and audience analytic systems. All raised important issues on the subject. One really struck a chord, so I decided to make it the topic for this column. I'll call it the Significant Figures Problem. It concerns the disconnect between the proclaimed precision in the tracking of Web behaviors and the incredible lack of precision in the underlying systems and methodologies. [ClickZ]

Almost no Web analytics system has more than a few years of performance history. Deciding which system to procure isn't easy. To make the process a bit less perilous, I'll outline the top nine mistakes people make selecting and implementing analytics systems. Although far short of a step-by-step buying guide, it does map the deepest potholes in the process. [ClickZ]

Everything You Know Is Wrong. by Jim Sterne As we get accustomed to the tools and the terminology, the prospect of tracking things online is no longer frightening. At least that was the case until November 20, 2003. [Current Articles from MarketingProfs.com]

10:54:43 PM

categories: Web Analytics

 

After five years of preaching the conversion and conversion-rate gospel, I thought our message had made a difference. I believed conversion rates were important to smart companies. I started to see the world from my own vantage point. After all, I reasoned, if we have a burgeoning business, conversion rates are high in every Internet marketer's mind.

Wrong!
[ClickZ]