In the definition of the best story teller among web analytics evangelists, Avinash Kaushik, Web Analytics 2.0 is:
(1) the analysis of qualitative and quantitative data from your website and the competition,
(2) to drive a continual improvement of the online experience that your customers, and potential customers have,
(3) which translates into your desired outcomes (online and offline).
Addressing the importance of digital analytics, this informative video guides us to address the type of customers we serve and the business goals we can address through the power of digital analytics.
“If one does not know to which port one is sailing, no wind is favorable.”
~ Lucius Annaeus Seneca
According to Google’s Digital Analytics Academy, the five common business objectives for websites are:
I decided to use the list above and determine the type of business objective for some of the websites I manage either personally as a blogger, collectively with my colleagues on behalf of my employer, or as a website optimization consultant on behalf of my clients. As it turns out, I have quite a variety of websites with diverse business objectives:
Taking the time to reflect on the type of objective applicable to a website is deeply satisfying — a delight for geeks, I would say — because it sets one on the course of actually managing, rather than just maintaining a website. And there is no better tool for managing through measurement than digital analytics. Peter Drucker would be delighted with the power of the tools we have easily accessible today!