5 simple rules for effective web analytics

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1. Gone are the days of measuring page views or unique visitors. B-to-b marketers today are more interested in user behavior and customer engagement metrics.

2. Most Web analytics tools can measure rich media, including video, AJAX, Flash and more, with very little problem by monitoring user interaction with the application.

3. That said, understanding if a Web 2.0 application is successful isn't necessarily easy—and often requires significant A/B testing to see what users really like.

4. Build and use a marketing dashboard made up of crucial Web analytics metrics to get a snapshot view of how your marketing is going. Create alerts to give you notice when something out of the ordinary—good or bad—occurs.

5. Focus your Web analytics efforts in the same place you've traditionally focused all your marketing efforts: in building and maintaining strong relationships with key customers and prospects.

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