The document discusses how measurement drives success when combined with action. It emphasizes that gathering business requirements, understanding key performance indicators, and measuring performance against actionable goals leads to the highest value by solving real business problems and generating returns. Web analytics is a strategic investment that requires the right implementation strategy to yield the highest ROI, and measurement should drive action across the customer acquisition, persuasion, conversion, and retention cycles.

1. Measurement Drives Success
Debra Paynter
Strategic Business Analyst
Debra.Paynter@WebTrends.com

2. Why Am I Here?
Experience
Passion
Practitioner in the art of analytics
Solution Services
Business Analyst
 Gather your business requirements
 Understand your business needs
 Tie those needs into actionable reporting

3. Measurement With Action Drives Success
 Highest value
 Solve real business problems
 Generate concrete, measurable returns

4. Driving Implies Action
Tools alone are full of potential…
If they’re NOT implemented and used
correctly
That potential is never realized
Measurement in Action Drives Success

5. Get Strategic!
Go For It
Web analytics is a strategic investment
The right implementation strategy
Will yield the highest ROI

6. Real World Examples
Think Outside the Box

7. Success Cycle
Acquisition
Persuasion
Conversion
Retention

8. Measure for Action
Gather business requirements
Determine your Key Performance Indicators
Understand the WHOLE conversion process
Set the tool to collect the right data
Measure against actionable items

9. Examples Of Actionable Reporting
 Onsite Search Reporting Drives Content Changes
 Onsite Advertising Reporting Influences Visitors
 SEO Reporting
 Campaigns

10. Tips to Success
How you view the data
Benchmark
Track the trends
Not a stagnant process

11. We All Want Job Satisfaction

12. I Hope You will Take From This Session
• Be strategic
• Understand your business needs
• Make WebTrends work for you