Last week, Internet Retailer had a piece last week on 2 analytics providers that have decided to migrate away from simple measures of what happened, and attempt to add metrics that get at why things happened the way they did. Webmetrics has added site performance metrics to their suite of user behavior metrics, and Keynote has added shopper surveys to their standard behavioral measures. While it is unlikely that either effort can single-handedly get to the bottom of the “why” question, it is the asking of the question that is of most import. We at AvantMarketer believe it is not a question that can be asked to often. The answer is crucial because the answer is the how to replicate success and eliminate failures over time. Knowing what to do and how to do it are the cost of admission, knowing why separates the winners from those who just survive.
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