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Article: Key Analytics; How to measure Web site success.(Web Sites)(Brief Article)
- Article from:
- BtoB
- Article date:
- June 28, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Richard Karpinski
As b-to-b marketers become more sophisticated with how they measure the success-and failure-of their Web sites, an intriguing truth has come to light. More than even imagined, a Web site in many ways represents a living, breathing reflection of a company's customer base.
"Metrics help bring an objective approach to a subjective process,'' said Kurt Baldassari, director of e-commerce at computer retailer CDW.
Customer activity
Customer activity on the CDW.com Web site represents a real-time feedback loop that marketers such as Baldassari have learned to trust over their own feelings and hunches. Indeed, ...