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The Importance of Defining Business Goals - Jason Burby (6:42)Dr. Ralph F. Wilson - Web Marketing Today - Jul 28, 2009 |
Many businesses struggle to determine their online goals. Consequently, their first glance at web analytics don't show the whole picture. For example, for sites selling tangible products: (1) purchase a product online, (2) visit a retail store, (3) ask questions via phone or e-mail.
The 4Q Website Survey helps answer some of these. Site analytics help with the behavioral data - where are site visitors clicking, for example. Attitudinal data answer: Why are you here? Did you find what you wanted? Were you satisfied with your visit? A combination of behavioral and attitudinal data help you determine overall site effectiveness.
Different departments, have different goals. To determine your overall website goals, you need to bring together your key personnel from different departments or functions for a focused discussion of goals that the website as a whole needs to accomplish. Define, document, and share these, then review every few months.
It's helpful to prioritize your goals, not only based on revenue generated, but other goals as well, so that you drive people toward the most important goals for the company.
Jason Burby is the Chief Analytics and Operations Officer at Zaaz.com and the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions (Sybex, 2007; ISBN ). This interview was taped at the eMetrics Marketing Optimization Summit in San Jose, CA, May 2009.
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