Saylor URL: http://www.saylor.org/books Saylor.org
- The foundation of successful analysis and optimization is to determine campaign and business goals up
front and use these to determine KPIs (key performance indicators) for that campaign. Analyzing metrics
that are not indicators of success will detract from timely optimization.
EXERCISE
- What is the difference between goals, events, and KPIs?
Considerhttp://www.facebook.com and http://www.boingboing.net, and list what you think the goals of
each Web site are and what events and KPIs would be used to measure these.