That's the question Mark Schaefer and I asked each other on this week's episode of The Marketing Companion. We also had a chance to ask two noted marketing and communications professionals the same question, and Sean McGinnis and Gini Dietrich did not disappoint!
One thing that I always caution my clients about--avoiding the "optimization trap." It's very tempting to continually incorporate web metrics into strategic decisions, but you need to have alternate sources of data. Web metrics can tell you what lures are catching the most fish, but can't tell you where to drop the lines, or if you are even in the right pond. You need a balance of strategic audience and customer data, along with the more tactical transactional data that web metrics can give you, in order to truly get at the needs, wants, and desires of customers.
Enjoy this week's podcast. No metrics were harmed in the course of recording. Well, maybe one metric was.