Comments on: Web Analytics and Visitor Engagement… Again! http://www.blackbeak.com/2008/07/15/web-analytics-and-visitor-engagement-again/ Thu, 12 Jan 2012 14:21:56 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Captain Blackbeak http://www.blackbeak.com/2008/07/15/web-analytics-and-visitor-engagement-again/comment-page-1/#comment-10178 Captain Blackbeak Sat, 19 Jul 2008 13:08:36 +0000 http://www.blackbeak.com/2008/07/15/web-analytics-and-visitor-engagement-again/#comment-10178 @Mark, Funny you should mention direct marketing. The first ever article I wrote back in November 2003 was about comparing offline direct marketing techniques to web analytics techniques. It's here if you want to take a look. http://www.conversionchronicles.com/Can_Web_Copy_Writers_Learn_From_Direct_Mail_Marketing_Techniques.html I think your summary is spot on. Some businesses get it right and aren't losing 98% of their traffic and this is the point. But you don't get that to happen without measuring more than simple conversion and simple funnels. @Mark,

Funny you should mention direct marketing. The first ever article I wrote back in November 2003 was about comparing offline direct marketing techniques to web analytics techniques.

It’s here if you want to take a look.
http://www.conversionchronicles.com/Can_Web_Copy_Writers_Learn_From_Direct_Mail_Marketing_Techniques.html

I think your summary is spot on.
Some businesses get it right and aren’t losing 98% of their traffic and this is the point. But you don’t get that to happen without measuring more than simple conversion and simple funnels.

]]> By: Mark Patron http://www.blackbeak.com/2008/07/15/web-analytics-and-visitor-engagement-again/comment-page-1/#comment-10169 Mark Patron Fri, 18 Jul 2008 12:58:57 +0000 http://www.blackbeak.com/2008/07/15/web-analytics-and-visitor-engagement-again/#comment-10169 Something very similar happened with offline direct marketing twenty years ago. Business was booming and no one was worried that 98% of people didn't respond. A growing market is very forgiving until it stops growing. Engagement is similar to offline response. In the same way that database marketing’s killer app. is trading consumers up the loyalty ladder (for example suspects, prospects, customers, multi-buyers and ultimately advocates). In the same way segmenting by engagement helps trade consumers up the engagement ladder (for example first time visitors, repeat visitors, quote, register, purchase). I agree that engagement should not be one size fits all. If KPI’s follow goals then engagement measures have to depend on and vary with those goals. Engagement measures are different for websites and email for example. We find that we use different engagement measures for different industries. Something very similar happened with offline direct marketing twenty years ago. Business was booming and no one was worried that 98% of people didn’t respond. A growing market is very forgiving until it stops growing. Engagement is similar to offline response. In the same way that database marketing’s killer app. is trading consumers up the loyalty ladder (for example suspects, prospects, customers, multi-buyers and ultimately advocates). In the same way segmenting by engagement helps trade consumers up the engagement ladder (for example first time visitors, repeat visitors, quote, register, purchase). I agree that engagement should not be one size fits all. If KPI’s follow goals then engagement measures have to depend on and vary with those goals. Engagement measures are different for websites and email for example. We find that we use different engagement measures for different industries.

]]>