Web Site Measurement Hacks

Optimize the Implementation Process

Implementation is over half the battle in web measurement, so you want to make sure you do it right.

Once you’ve selected a vendor [Hack #3] , the next step is to get the application up and running and begin collecting data. Regardless of whether you’ve gone the software or hosted service route, or whether you’re using JavaScript page tags or web server logfiles as a data source, taking time to optimize the implementation process can prevent real headaches later on.

Know What to Collect in Advance

Given the complexity of data collection afforded by top measurement applications, knowing what you want to collect before you start is critical. Especially when working with a hosted service provider [Hack #3] or using page tags [Hack #28] , having clear expectations about which data will be collected [Hack #19] can save you time and prevent having to explain why you can’t generate critical reports. It’s also worthwhile at this point to compare the list of data you’ll collect to your original request for proposal (RFP) [Hack #9] to double-check that you’re getting what you need. If you don’t spend the time getting this right, you’ll regret it later.

Work Closely with Your Vendor

Unless you’re working with the most bare-bones of applications [Hack #10] or building software yourself [Hack #12] , I strongly recommend that you plan on spending some time with implementation support staff from your vendor of choice, especially early on. While you may ...