Measuring online behaviour – statistics to indicators

July 17, 2007 at 7:48 pm 2 comments

I’ve written previously about measuring online behaviour and how it can be linked to overall PR evaluation. I found of interest the recent news from Nielsen that they will now rank websites by time spent on sites rather than number of pages viewed. Interesting, as this is a recognition that an indirect indication of “interest” or “engagement” is the amount of time spent on a website, e.g. watching a video, clicking through a slide presentation, reading a text, etc.

When looking at measuring online behaviour, I’ve seen quite some organisations simply drowning in data from web metric software packages and are unable to pull out a real analysis of what they have achieved – or not through the web.

Ultimately indicators should be set to measure success by. These could be:

  • “engagement” (average time spent on website),
  • “interest” (number of podcast downloaded),
  • “conversion” (number of sign-ups for a sales offer),
  • “preferences” (growth in visits to a new language version) ,
  • etc., etc .

On a related note, when thinking about how to measure online social networking, the Measurement Standard blog provides an interesting list of suggested indicators to measure.


Entry filed under: Communication evaluation, PR evaluation, Social media monitoring, Web metrics. Tags: .

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2 Comments Add your own

  • 1. Akash  |  July 18, 2007 at 8:33 am

    I have been using , they have the right reporting system to extract intelligence.
    My team just doesnt agree to work with any other web stat tool.

  • 2. Glenn  |  July 18, 2007 at 8:42 pm

    Thanks Akash, I’m not familiar with Gostats – most of the web metric systems can provide good “intelligence” – it’s just deciding what is important is key and sometimes difficult for organisations.


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