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1. Web Measurement Basics > 2. Best Practices for Web Measurement

Best Practices for Web Measurement

To truly be successful with your online business, you need to treat web measurement as a business practice and be willing to invest time, effort, and money as necessary.

Web measurement is not a silver bullet; in fact, outside the realm of law enforcement and werewolf hunting, there are no silver bullets. In order to be successful with your web measurement program, you have to treat it like any other business process through such things as customer relationship management (CRM), sales force automation (SFA), and enterprise resource planning (ERP). There needs to be an abbreviation for web measurement—for example, “WMO” for “web measurement and optimization,” which captures the fact that you measure for improvement’s sake, or “SMI” for “site metrics integration,” which expresses the need to integrate your metrics with other site operation strategie....


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