Just like Metrics and KPIs, Conversion is another measurement term which is often mis-used (thanks to Jim Suchara for the suggestion). A conversion happens when someone completes an action you want them to take — purchases from you, signs up for a newsletter, registers for a webinar, etc. So, just like KPIs (key performance indicators) measuring conversions requires first understanding exactly what it is you want people to do — what are your business goals and objectives?
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Archives for August 2010
Metrics vs. KPIs
The terms metrics, analytics, data, KPIs, etc. get thrown around a lot — so do hits, pageviews, visits, unique visitors (but those are for a different post). People want to know how their website is doing so they ask for analytics or reports. Usually what people really want is an analysis of the data with some recommendations. A similar relationship holds true with metrics and KPIs (key performance indicators).
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The Wrong Way to Social Network
Social networking (using the social web) is about connecting with people — asking questions, having conversations — basically the same things you would do if you were talking in-person. Yet many companies still treat social media like traditional media — as a way to distribute marketing and advertising messages. While social media does provide a cost-effective way to reach a targeted audience for marketing, the real opportunity is in making personal and human connections with that audience. Here are some of the most commonly repeated mistakes I see when it comes to social networking and using the social web:
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