A definition of web analytics & what really matters

A few days ago I published a blog post entitled "The ultimate definition of web analytics" at Online-Behavior.com. It raised a lot more interest then I initially expected and I found it quite refreshing to dig deeper into a subject. Many people contributed to the conversation; industry top figures as well as practitionners and consultants - people who took some of their precious time to contribute. Go read the post & the comments - they are worth it! And if you feel like it, it's always time to contribute!

Last week, while at eMetrics London to speak about the Online Analytics Maturity Model, several people came to me and shared their views about the article. Other speakers also talked about it and more broadly about the need for "web analytics" to evolve into something else - although there is no clear consensus, there is clearly a trend!

While there, Nicolas Malo had the brilliant idea to ask a couple of us on "what really matters in web analytics today?" - you can see this short interview below but I also recommend to watch the answers from Matthias Bettag, Steve Jackson, Neil Mason and Jim Sterne.


What really matters in Web Analytics today? #4 - Stéphane Hamel - eMetrics London - Dec 1st, 2011 from Nicolas Malo on Vimeo.

What do you think? What really matters in web analytics? Is it even "web" analytics - or should it be?