Focus on your “critical few” questions to drive action
15 April 2010
in strategy
Avinash Kaushik (yes I think he’s pretty sharp!) mentions in his Web Analytics 2.0 book that for web metrics, you should focus on some “critical few” questions. If the bridge/platform is burning, what are the key things that can drive real action and offer the strongest results for the effort? This can be translated as well into an overall strategic plan. For me, it boils down to this, three questions that are customer focused, and a fourth that is internal to the business:
Customer-focused
What are customers looking for? Capture their search keywords, both external (organic search) and on your web site.
Can they find it? Web metrics will give you a pretty good idea here.
Does it solve their issue/problem? Feedback mechanisms; short surveys, ratings, track sharing, etc.
Internal-focused
Can we measure Service Request deflection and/or cost savings from implementing self-service and 1 to many strategies? The Holy Grail, the justification for the senior staff in your company for all your efforts. I don’t have a magic formula (yet), it must be a combination of measures to show the trend and likelihood, but difficult to conclusively prove.
So what do you think? What are your critical few questions?
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