Web Analytics 2.0
The internet has been called the most measurable medium, but for the first decade of its existence, web analytics has been almost exclusively concerned with measuring dry clickstream data. Recently, however, website owners have been asking for more. Page views, bounce rates, and time on site, while important metrics, are increasingly incapable of answering the questions brought about by the advent of Web 2.0 technologies such as social networking and user generated content. In addition, clickstream data is incapable of validating key website outcomes, such as likelihood to refer or likelihood to buy through an offline channel.
This is why influential voices in the field of web analytics have called for a more holistic approach to measuring website success and website outcomes - one that incorporates the voice of the customer and brings real, user-driven data to the forefront.
