My presentation from eMetrics Stockholm 2012, where I spoke about web analytics for non-commerce sites, focusing on the importance of how to communicate data and insights in order to get management buy-in and grow the awareness and understanding of how to use web-analytics with an organization.
When analyzing non-commerce sites you isn’t gifted with the two lovely and easy-to-understand metrics ‘orders’ and ‘revenue’, and if your site isn’t directly generating leads to sales department it is hard to keep the business focus on this area. Therefore I chose the subject to speak about how all of us working with non-commerce site should try set metrics into business context.
Instead of reporting on visits and time on site, segment your traffic and talk about how many users you have who promote you or your brand, how many interact/engage with it and so on. This helps you – and the business – moving focus from visitors and page views.
I share my idea of a simple framework, where the combination of traffic metrics, conversions and VOC.