A presentation on coming up with institutional strategy before planning for metrics. Given as part of the "Clicks that Count: Achieve and Measure Online Success with Google Analytics & Adwords" workshop at Museums and the Web 2012, San Diego, CA, USA. museumsandtheweb.com
Details the process through which the Smithsonian Institution Archives eventually decided on their measurements for a metrics dashboard, using case studies illustrating how the Archives came up with the goals, strategies, tactics, and finally, measurements that drive their dashboard. Consideration was also given to a broader analytics approach, using other techniques to gain insight pertaining into other, non-web program elements.