Chapter 5. The Key to Glory: Measuring Success

We analysts often don't get the love, respect, and funding we deserve because we do not adequately measure one golden concept: Outcomes. Because we have plenty of data, we jump into reporting Visits and Time and Returns. But only we care about those metrics. Our bosses, however, care about something far simpler: what has the Web done for me today?

This chapter will cover the art and science of measuring Outcomes from websites. It will cover the obvious (Conversions, yeah!), and it will cover life beyond ecommerce Conversion Rates. It'll stretch your thinking to consider other measures of success, such as how to compute the holistic economic value your website creates for your business.

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