In the summer of 2005 I presented a paper titled Key Performance Indicators of Sales Success In A Professional Services Firm to the World Congress on Total Quality Management. A new book by Jason Burby and Shane Atchison does a nice job of explaining the relationship between KPI's and your web site data.
If you've wondered what web stats to measure - and why - I suggest you take a look at our KPI article and then get a copy of Actionable Web Analytics: Using Data to Make Smart Business Decisions at Amazon.
Enjoy the reading.
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