Metrics should be a tool, not a distraction

by | Mar 8, 2012 | At Checkerboard, Integrated Marketing | 0 comments

We spend a lot of time selecting the right metrics or key performance indicators (KPI) during our planning process.

This is done for two reasons:

1. The metrics (and ultimately the goals) help upper management choose all those doing the work to make better decisions for their marketing.

2. Clearly documenting the objective of your site and how it is measured allows our staff to make sure tracking is in place and available to all who manage the site.

For today’s daily trend I found this post re-enforcing the need to go through this process and hopefully help you get more out of Google Analytics.

We’ve talked about what makes a good metric to look at for your business.  But, you have to be careful here.  There is soooo much data wrapped up in what seems at times like an endless amount of possible metrics. If you are not careful, you will catch yourself wasting your time lost at sea with no idea how to get back home where you belong.  By “home” I mean those critical metrics that will measure what needs to change at this specific point in time for your online efforts to improve.  So, before you dive in and drown in data, the first and maybe most important thing you can do is determine where to focus your attention.  By doing this first, you create a map that will guide you to the right places to dive for those golden insights you so desperately need to make your next decisions for action.

Mike Fleming at Search Engine Guide- Read the entire post.

If your business is interested in refocusing your online efforts, check out our Web Planning Workbook.  If you have a site, but need help getting back on track, drop us line: (612) 283-4846.

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