Sergey Nivens - Fotolia
As companies get more sophisticated in their use of websites to interact with their audiences, they are still struggling to measure the success of their efforts. They may gather data on the number of subscribers and page clicks, for example, but they aren't spending enough time thinking about more targeted metrics, such as, "What is the most popular content? And what kinds of topics do we need more content on?" said Geoff Bock, an industry analyst and principal at Bock & Co.
"People responsible for managing Web content need to sit down and figure out the actionable metrics they should track and tie these metrics to key performance metrics, or KPIs, for individual business units or activities," Bock said.
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