Eric Ulken: April 2009 archive
Measuring user engagement: Lessons from BusinessWeek
April 16, 2009
Think about the traffic statistics you refer to when you look at Omniture or Google Analytics data for your site. Unique visitors? Pageviews? What do they actually tell you about your audience? The ubiquitous unique visitor metric treats your most passionate and thorough users exactly the same as those of the one-hit scan-and-scram variety. And pageview tallies are so apples-to-oranges in these days of Flash and AJAX that they're rendered almost meaningless. If you really want to describe your audience, it's time for some new metrics.But what else is there? The folks at BusinessWeek think they have an answer, and it's not about how much content users consume but rather what they do with it. I asked BusinessWeek's online editor, John Byrne, about his team's efforts to go beyond pageviews and visits to quantify something more inscrutable: user engagement.
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