Using metrics at different levels of organization
Metrics are designed to measure all the aspects of the performance of the website(organization), some of the metrics are about financial performance, some are related to operating performance. People at the different levels of the organization(website) will concern about these different metrics depending on their accountabilities.
A successful web analytics report need to address these various levels of activities, the metrics in the report should be:
Consistency - Every one of the organization agree on and stick to the definition of the metrics
Actionable - The metrics are measurable and easy to take an action
Accountability - People are accountable for taking the action suggested by the metrics according to their level of responsibility in the organization
Timeliness - Metrics are tracked at the definition period or comparable time frames.
People at different positions will focus on different metrics, for CEO, ROI ( Return of Investment ) is a critical indicator. ROI is a measure of how well the campaigns utilizing the money being allocated to them. The CEO need to know where the money spend and how well it is. He/She can cut off these un-profitable (low or even negative ROI) campaigns and put the money to high profitable (high ROI) campaigns. ROI is a timeliness metric, “25% ROI in one month” and “25% ROI in one year” will make a huge difference in the CEO’s mind.
The marketing manager would likely to know SPV (Sale Per Visit), this is a metric of measuring the marketing efficiency, the SPV shows the actual average amount purchased per visit(not per order), he can increasing the SPV by increasing the average order size to maximum the potential of per visit.
For the customer service agent, the VEI(Visitor Engagement Index) would be more important. This metrics measure the intensity of repeating behaviour. If the VEI for helping centre of the website is getting much more higher than 1, it might be a sign that the customers can’t be easy to find their answer, the customer service agent need to improve helping centre in content or navigation system.
[tags]metrics,web analytics[/tags]
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