The 5 dos and don'ts for measuring web 2.0

Akin Arkian

How do I measure?
- optimize web 2.0 applications (usability, conversion rates & engagement): maximize value of application/site
- Market insight (capture social intelligence): maximize value of products
- Relationship marketing (build actionable profile): maximize life-time customer value)

- Do think of measurement, don't think of page views

Goals?
- Drive traffic : attract more visitors, create viral buzz, encourage repeat visits (engagement: session length, comments, uploads, invitations)
- Drive revenue : convert visitors to buyers upsell and cross-sell (revenue, conversions, average order value, upgrades, market basket)
- Build brand : create customer relationships, get direct feedback from customers (repeat purchases, lifetime customer value)

When page views won't cut it
- tag relevant events with event tagging functionality
- choose the right event tagging lanuage for the job
* flash/flex app/movies
* AJAX, DHTML, your blog
* your blog postings on others' blogs

Measuring community, commerce, & engagement
- readers, creators, couch potatoes, critics (who has the best conversion rate?)

Do measure to learn about the market
- have people rate features, benefits, etc.

Do you measure individual customers
- funnel reports are huge

Don't ignore offline effects of online activity
- what is the flow-over
- what online messages/ideas increase flow?
- which search keywords/ads are the best at triggering offline conversions?
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