August 23, 2007

Web Analytics Standards

Playing right into my discussion about "tribes", Robbin points us to a PDF from the Web Analytics Association, a document that features standardized definitions of various concepts.

The Web Analytics folks want everybody to speak the same language.

Catalogers spent more than a hundred years disagreeing about metrics, and still do (ask anybody how they define the methodology used in their version of a matchback analysis, and you'll see what I mean).

Multichannel advocates have one metric (multichannel customers are worth 'x' times more than single-channel customers), though nobody agrees upon the timeframe to use to determine 'value'.

These are interesting times.

Time for you to speak your mind ... should disciplines have standardized definitions that everybody agree upon?

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...