E-commerce: Measure Post-Click Value to Determine a Web Surfer’s Worth

He offered several tips on Web analytics and tracking:

* Determine the minimum amount of data you need for statistical relevance. He suggested that with fewer than 500 visitors, “you can’t get the type of data you want to get.”

* When measuring value, don’t simply rely on return on investment (ROI). “... ROI is too black-and-white,” he cautioned. “ROI only tells you what worked and what didn’t work, with a moderate degree of accuracy. But it doesn’t tell you why some things worked or didn’t work. And some search campaigns are so data rich.”