blog

Metrics That Matter

by Mike Ma

Metrics. We usually find our clients are either jazzed by the challenge of them or look at us with a Homer Simpson-esque blank stare.

Identifying and building these metrics is a staple of our consulting methodology -- that there is no such thing as e-Business, really -- a good e-Business strategy should just look like a good business strategy. Metrics are a good way to "take out the e-."

The eyes roll and lips sigh because most people don't think anyone in the industry is doing it today ... they couldn't be more wrong. The very best are using technology-based metrics and correlating them with business value, such that it is making the company more money or saving them more money -- plain and simple.

In November of last year, I had the honor of moderating a panel with three of the very best in the business at NICSA's Technology Forum in Las Vegas.

You can see/hear them here on Ingites new "Must See" service (subscription required).
Neal Zamore from Oppenheimer talked about the evolution of Web stats to sales and tightening that correlation to be more useful.

Sean Kellenberger from The Hartford talked more about the correlation of these statistics to cost savings and retention value as he sees it from the TA side.

Vince Pellegrini from Nuveen discussed how they use metrics to drive new marketing campaigns that had eye-popping conversion rates (~25%).

All three had a very different spin on how to use metrics more effectively. It isn't just for the Amazons, Googles and eBays of the world. The very best in our business are starting to do it, and make it better. I'd like to see more of the industry do the same.

If you like you can also download the entire presentation from kasina (no subscription required).

* * * * *

A sincere PS ... In addition to great industry speakers that let you really get in the guts of their business, we had top shelf keynotes from Mark Benioff (salesforce.com's CEO), Nick Carr ("Does IT Matter?"), and Matt Glotzbach (Google Enterprise's head of product development).

I'd also strongly recommend coming to the Tech Forum this year, Oct 24-27 in Vegas. Hope to see you there.