Beyond Digital Analytics Metrics – Analytics & Optimization
In this post, Pere Rovira discusses COGS (Cost Of Goods Sold) and LTV (Lifetime Value), two fundamental business metrics that can help web analysts be more meaningful and influential with their analysis.
Sales Renewal’s insight:
This articles does a nice job of starting to explain why a typical off-the-shelf analytics platform (including Google Analytics) may not provide you with useful data, even though it seems like it does.
There are many metrics that are important for managers in a data-driven organization both tactical (cost per click, click thru rate) and business (cost per lead, return-on-marketing-investment). Your analytics platform must provide both types in easy to understand ways so that the decision makers can deploy resources towards the programs that will generate the most profit, not just the most revenue.
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