Complete Web Monitoring

A Complete Maturity Model

As we’ve looked at various forms of monitoring, we’ve considered a maturity model that begins with basic technical visibility and moves toward a more integrated, comprehensive perspective of your entire online presence. Table 18-1 shows the questions an organization is trying to answer at each level of maturity.

Table 18-1. The questions an organization answers at each level of web monitoring maturity across various forms of monitoring

	Level 1	Level 2	Level 3	Level 4	Level 5
	Technical details	Minding your own house	Engaging the Internet	Building relationships	Web business strategy
Analytics	How many hits did I get?	How many conversions have I had?	What segments or sites are sending me the most, best traffic?	How loyal are my users, and what’s their lifetime value? What content works best for them?	What KPIs should I use to manage my organization? How are online and offline channels related?
WIA	What did visitors see and click?	Where in a form or a page do users get stuck or abandon? How can I improve my design?	How do different visitor segments interact with my site?	How long does it take for people to learn the application? Where do they get stuck? Can I resolve their problems by having their sessions in my CRM?	Can I automatically serve optimal content and navigation for different segments and levels of visitor experience? How efficient/productive are users?
VOC	What do emails and “contact us” forms say about visitor satisfaction?	When I intercept visitors, what do they tell ...