Web analytics and communications evaluation
May 24, 2010 at 7:41 pm Leave a comment
When evaluating a communications project, I often consider the web metrics aspect of the project, if a website played an important part in the project. Web metrics are statistics generated by tools that measure website traffic, such as how many people visited a web page, where did they come from, etc.
Seth Duncan has recently produced for the US-based Institute for PR a very interesting paper on this subject:
The paper focuses on the aspect of referral (e.g. which is the most “efficient” source of traffic for a website) but also contains some intruiging descriptions of advanced statistical methods for web analytics.
Entry filed under: Communication evaluation, PR evaluation, Web metrics.
intelligent measurement 
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