It's one thing to measure all sorts of activities within and outside your site (and your competitors' sites :D) but the ONLY REAL PURPOSE of the numbers you're mining is the INSIGHT you get from these numbers. Insight is what fuels strategy and lets you achieve your objectives and goals.
This article from a paid search analyst helps webmasters cut through all the noise of metrics feedback and redirects our focus on what matters most: insight.
Source:
http://www.kaushik.net/avinash/2010/...what-test.html
Quote:
Like good little Reporting Squirrels we collect and stack metrics as if preparing for an imminent ice age. Rather than being a blessing that stack becomes a burden because we live in times of bright lovely spring and nothing succeeds like being agile and nimble about what we collect, what we give up, and what we deliberately choose to ignore.
The key to true glory is making the right choices.
In this case its making right choices about the web metrics we knight and sent to the battle to come back with insights for our beloved corporation to monetize.
A very simple test can allow you to figure out if the metric you are dutifully reporting (or absolutely in love with) is gold or mud.
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