In his a recent post
Stephane Hamel linked to an interesting Gartner slide about their “Web
Analytics Maturity Model”. It seems a I am a bit late to the party,
since the slide was presented at eMetrics 2007 in San Francisco.
Regardless, its an interesting view of the evolution of web analytics.
Where do your efforts fall? Most of what I see in China is squarely in
level 1. Some leaders are implementing level 2 or 3 activities,
but I have not seen any web analytics implementations here that would
fall into Gartner’s “CRM” or “Corporate Performance Measurement” level.
While we could ague about which activity should go into which level (I
would argue well defined personas should go into level 4), I see the
main value of this graph in showing us what else can be done outside
our current scope of work. Thought provoking stuff.
Web analytics is base on “Mouse Action”, for more information of websites, analyzing “Keyboard action” is necessary.
view the relationship map:
HTTP://photo9.bababian.com/upload11/20080605/28C79482DF46EFF4A00ED5A09FB2D296.jpg
i can’t leave a comment
One comment on the graph. You miss the all important submit click. That can be tracked by all we analytics tools as a success event.
The point you are making is important, although I would not call it “Keyboard action”. The guys at CIC call it Internet Word of Mouth, I like to call it Social Media tracking. The key point is, that an increasing number of websites have interactive features that allow user to create content. For this “user generated content”, quantitative metrics tell only part of the story and qualitative metrics, like comment sentiment and quality, become more important.
I am following the development of the social media tracking industry in China with great interest, so if you have a good solution, please let me know. I am curious and willing to blog about it to boot