None of us has time to spend on anything that is not effective, so measurement is a critical component of all communication efforts. Measurement online is generally known as Web analytics. At its most basic this means click-throughs and page views; in the more expanded view it includes everything you can learn about people online and goes well beyond site stats to include survey information, purchases, social media interactions, surfing patterns, and more.
So, how to you get started or expand your efforts to measure online efforts?
Actionable Web Analytics: Using Data to Make Smart Business Decisions by Jason Burby, Shane Atchison, and Jim Sterne
Call to Action: Secret Formulas to Improve Online Results by Bryan Eisenberg, Jeffrey Eisenberg, and Lisa T. Davis
Web Analytics: An Hour a Day by Avinash Kaushik
Advanced Web Metrics with Google Analytics by Brian Clifton
- Yahoo Web Analytics Forum