Industry NewsTechnology

Don’t collect meaningless metrics

Focus on actionable stats

It's been a lot of fun to meet more and more real estate professionals who are using their Web analytics data over the past couple years. Two years ago, most of my conversations about Web analytics at conferences involved quelling fears about how "difficult" it is to get a Web analytics package set up (all it takes is a couple lines of code on your website). Now, I'm as likely to get into a deep conversation about how different metrics are used or how to gather "qualitative" analytics. Even better, now and then someone is taking the ball and running all the way to using Web stats to help solve problems outside the traditional Web marketing silo (informing offline branding campaigns, identifying operations inefficiencies, and so on). As you start to beef up your Web analytics "code fu," there's something to watch out: obsessive stat gathering. The beginning Web analytics user is learning to grapple with the data-configuration issues and picking a...