About Jim Sterne

Jim Sterne (jsterne@targeting.com) is an internationally known consultant who focuses his 20 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 five books on using the Internet for marketing and customer service. Visit Sterne's site here: http://www.Targeting.com/.
The Ultimate Web Traffic Dashboard

The most frequently asked question I get from clients is, “What should we measure on our Web site?”

Let There Be Light

In the beginning, the IT department created the Web server and the server log. And darkness was upon the face of the marketing department. And the spirit of the home page moved upon the face of the marketing department, and the marketing department said, “Let there be reports.” And the marketing department saw the reports. And it was good.

Not Everything That Can Be Counted Counts

Adam Hodge, responsible for National Marketing and Communications at the Australian Red Cross Blood Service, had a fundamental response to my religious diatribe last month, titled Let There Be Light.

Measuring Data: Whadda Ya Got?

Paco Underhill’s Why We Buy: The Science Of Shopping (Touchstone Books, 2000) illuminated the mysterious behavior of shoppers wandering around in retail stores.

The realization comes to marketers in a flash that the behavior of a website visitor is immeasurably more measurable. It’s obvious. It’s intuitive. It’s exciting.

Calculating the Cost of Content

In our enthusiasm to measure clickthroughs, pageviews and revenues, we seldom stop to consider the cost of our Web site content.