EMPERICAL VALIDATION
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Operating a Data-Driven Website
Emperical validation is just a couple fancy words for creating business metrics to track business decisions and actions. We are focused on tracking the third layer of the website structure, i.e., the impact that the first two have on the visitor experience and the company's business results.
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Business 101 states, "If you can meaure it, you can't manage it".
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The Goals of Tracking and Measuring
Tracking and measuring:
- builds a bridge between your company goals and objectives and the site improvements required to achieve them,
- validates and justifies your website expenditures,
- tightly links your website and its components to the visitor experience.
Establishing Dashboards for Improved Decision Making
Develop dashboards for specific goals and objectives of the company. For example, a "Branding" dashboard may be designed around the goal of strengthening the company's image and reputation.
Absolute no site improvement should be undertaken that is not tracked and measured - to inform future action and report on the effectiveness of action taken.
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