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:

Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes: A Methodological Approach (pdf)

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.

Summer 2010 – Professional Development Workshop Series – evaluation and applied research Help wanted -5-point Likert or 10-point numerical?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 1,095 other followers

Categories

Feeds


%d bloggers like this: