Late last night I was asked by an editor for a newspaper what I would consider to be the most important thing to know for publishers in terms of analytics. Great question... and something I could write about for ages.
To put it simply, I would say this:
Ecommerce analytics and publisher analytics are two completely different things, and most of our tools can only do the former. In ecommerce, for instance, the goal is a conversion, at which point our analytics tools stop working. For a publisher, a conversion is only the very first step. The real value is what happens next.
To this I would add four more:
So the most important thing for publishers to know about analytics is to understand that if you measure a publication using ecommerce analytic concepts, you will end up with all the wrong answers.
Oh... and when you start to realize this, you also realize that the same is true for web shops and brand blogs. A conversion doesn't end when people buy something. It ends when they no longer return for more.
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Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé