Context Is Key When It Comes to Accurate Analytics

October 1, 2014

by Tomy Ames

Thomas AmesIn the last month’s issue of eHealthcare Strategy & Trends, we left off when things were getting good: The importance of context when it comes to looking at your key performance indicators (KPIs). This month, we’ll examine how to determine appropriate categories so that you can accurately assess your site’s successes and shortcomings.

Relevance between two pages can come down to one or more variables: page length, page content, purpose of the page, and typical traffic source, among others. Let’s see how a few of these variables can affect pages from different sections and erroneously categorize them as more similar than they should be.

Page content

Page content consists of far more than merely the words on a given Web page; it can also be affected by embedded media, including videos and audio streams.

Let’s take as an example a person looking for information about cosmetic surgery. A person who goes to your facility’s cosmetic surgery home page may spend one minute and 15 seconds there, reading the relevant information. However, if there’s an embedded video on that page that’s 4 minutes long, the average time on the page will almost certainly be increased by the user watching the video.

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