"Not everything that can be counted counts and not everything that counts can be counted." - Albert Einstein

You've worked hard to let people in your organization know that there is
this great tool called web analytics that can give them great intelligence
about the workings of the website, great leaps forward in optimizing
campaign ROI and great insight into the hearts and minds of the marketplace.
They appear interested, but only a handful reach out to ask for data. And
what do they want? Hits reports. You become the person that cranks out
reports instead of the person who provides valuable insights.

I was dead wrong about web analytics. I wondered why companies had not invested heavily and speedily in education, training and web analytics tools. Measuring the success of your website is a fundamentally obvious opportunity to blow away the competition. Why would any company not want to set upon a course of continuous improvement? Why would any company turn down the opportunity to get a higher return on their Internet investment? Who would not want to optimize their online marketing and thereby boosting their return on investment?

By Jim Sterne

Besides being fun to say and a legitimate excuse to wear my "Mind The Gap" hat purchased the last time I was caught in the rain in Covent Garden, the Feedback Loop Gap is the most pernicious problem faced by those in large companies tasked with running large, sophisticated Web sites.

By Jim Sterne

My job is to help companies understand and strategize around the use of web metrics to optimize their marketing. It starts out with measuring the success of a website, moves on to improving specific online customer processes and finishes with analyzing web behavior data to transform the business as a whole.

After explaining the massive multitude of measurements one *could* tabulate, it's time to decide what the organization, department, group or project *should* measure. With so many measurement options, the question is seldom about standards or technologies, but always about goals. What are you trying to accomplish?

By Jim Sterne