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Actionable Web Analytics: Using Data To Make Smart Business Decisions by Jim Sterne, Shane Atchison, Jason Burby

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Chapter 6. Defining Site Goals, KPIs, and Key Metrics

In Chapter 5, you saw that the first step in the web-analytics process is to define your business metrics. In the following pages, we’ll explain what that means and show you how to set the right kinds of goals to drive your success. In particular, we’ll examine how to define both overall business goals and web-specific ones, as well as how to construct and set targets for KPIs.

After we’ve covered the subject in general terms, we’ll look at some of the more common site categories, including branding, e-commerce, customer service, lead generation, and ad-supported commerce, and outline some of the major KPIs used to evaluate them.

Chapter Contents

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