Web Site Success Measurement Workshop

How do you tell if your site is a success?

   "Not everything that counts can be counted,
    and not everything that can be counted counts."
              Albert Einstein

How do you know you're doing a good job?
How do you measure the impact of site changes?
How do you decide which initiatives are paying off?

Measure your progress - measure your success

Why a Workshop?
The Quick Details
The Philosophy
Who Should Attend?
What Will We Accomplish?
The Agenda
Jim Sterne

Why a Workshop?

We've enjoyed experimenting - now it's time to face facts. The problem is that we're not sure which facts to face. We know there's value there -- but where, exactly, do we find it? What do we measure?

A one-day, Web Site Success Measurement Workshop with Jim Sterne will introduce your team to the wide variety of ways to gauge a Web site's value. You know about clickthroughs and pageviews, but many more measurements can be very revealing.

A workshop is a little lecture, and a lot of work. A one-day, Web Site Success Measurement Workshop with Jim Sterne is not a pre-packaged set of PowerPoint slides and a motivational speaker. It's an exploration of how to tell if your Web site is helping your company reach its goals.

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The Quick Details

Duration: One day
Location: Your office or an off-site location
    near you
Workshop size: Limited to 15
Goal: To be discussed and agreed to in advance

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The Philosophy

Your technical team is critical to your success, but defining that success is the responsibility of business managers.

The goal of this workshop is to introduce your team to the broad scope of Web measurement possibilities. It's intended to be a guide through the labyrinth of viable appraisal methods.

We will work to determine what you wish to measure, and what you are technically, economically, and politically able to measure.

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Who Should Participate?

Whether you are part of a central Web team, a member of middle management, a corporate executive, or one of dozens of organizations offering services to them, this workshop is intended to help you understand what's possible to measure, in order to figure out what you should measure.

A cross-section of participants is critical to ensure that a wide variety of goals are considered, that there is a clear understanding of what is technically possible and that proper expectations are established.

Participants in previous workshops have been managers, directors, general managers, managing directors, vice presidents, and chief marketing officers. Their responsibilities have covered strategic planning, eMarketing, user experience, eBusiness, marketing, online communications, corporate brand management, Internet operations, site development, networking management, information services, business intelligence, Web analytics, and product management.

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What Will We Accomplish?

A one-day, Web Site Success Measurement Workshop with Jim Sterne will:

   1. Illuminate dozens of specific Web metrics
   2. Identify the most important metrics for your site
   3. Select and prioritize the metrics projects
        that will:
                   Make the biggest difference
                   In the shortest time
                   At the least cost

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The Agenda

 8:30   Welcome & Agenda
           What we are here to accomplish
           Introductions - personal goals

 9:00   The Web Metrics Continuum
           The Possibilities - The Limitations

10:00   Corporate Focal Point One
            An in-depth look at an area of particular
            interest for the company

10:30   Break

10:45   Corporate Focal Point Two
            An in-depth look at another area of
            particular interest for the company

11:15   Brainstorming Potential Online Goals

12:00   Lunch

 1:00   Current Web Metrics Systems & Reports
           What information is distributed now?
           What additional information could be
           distributed with little additional effort?

 1:30   How Current Web Information is Used
           How are Web statistics used in decision
           making? What's working, and not working?

 2:30   Break

 2:45   Future Corporate Goals / Metrics
           Brainstorming
           What would we like to be measuring?
           How might we use that information?

 5:00   Close

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Jim Sterne

Jim Sterne produced the world's first "Marketing on the Internet" seminar series in 1994. Today, Sterne is an internationally known speaker on electronic marketing and customer interaction and a consultant to Fortune 500 companies and Internet entrepreneurs.

Sterne focuses his twenty five years in sales and marketing on measuring the value of a Web site as a medium for creating and strengthening customer relationships. Sterne has written six books including:

• World Wide Web Marketing, 3rd Edition
• Customer Service on the Internet, 2nd Edition
• What Makes People Click: Advertising on the Internet
• E-Mail Marketing
• Web Metrics: Proven Methods for Measuring Web Site Success
•        and
• Advanced Email Marketing

With a special focus on Web metrics, his company, Target Marketing, is dedicated to helping companies understand the possibilities and manage the realities of conducting business online. Sterne is the producer of the annual Emetrics Summit and is the Founding President of the Web Analytics Association.

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Visit Emetrics.org

Join the many clients who have turned to Jim Sterne for strategy consulting.

"Jim is a great communicator and educator. We had universally positive feedback from the attendees of the seminar he ran for us. As one attendee said: 'Spending an hour with Jim was a really valuable crash course in what's what in web metrics'."
Ashley Friedlein, CEO, e-consultancy

"Jim is able to talk to a Web developer deep in the IT organization, as well as stand up in front of the Board of Directors and he comes out very credible in both forums. It's difficult to find someone with that kind of range."

"I liked his style because it was very nuts and bolts, and very business-focused. It wasn't just theory."

"My manager thought it was an excellent session. I thought it was an excellent session. All of the people who work for me thought it was good. "

"Jim really gets it. I mean he's out there living it everyday and everyday he sees a lot of different implementations; things that have done well and things that have not done well, and is able to really coach us. He brings a very senior, mature perspective. Jim brings some true expertise as opposed to purported expertise."

"He opened a lot of people's eyes in terms of we're doing okay, but we're not doing great. I think that people needed to hear that from somebody outside of the company, so that was good."

"Jim brings a very good sense of the politics within a company and helps you navigate through that."

"I really have a problem when my strategy consultant is the same as my implementation consultant. I have this nagging feeling that they're really coaching me into initiatives that fit their offerings. Jim brings an independent perspective there. He's reliable."

"A lot of Jim's information is stuff you can turn in to action really easily and quickly."