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

In measuring Web activity, look at the average amount of time spent on your site. “It’s a simple thing to do, and almost any tool can do it,” he pointed out. No ROI measurement can give you this kind of data.

* Gauge surfer’s ins and outs. In tracking customers’ activity on your site, consider the following: “People read stuff, they click around, they go away, they come back, go away, click around, delete cookies and do it all over again,” he said. So people aren’t “that deterministic. They show certain preferences, and getting your hands around this data is tricky.”