I think Jims comment 'Who has the time to spend using Google Analytics in
detail' is particularly pertinent.
Local Authority museums need to provide very basic stats for Best Value
PIs (page views or 'hits' as the DCMS erroneously says and unique
visitors) so we've got to do that, but webstats are just a large
collection of numbers unless you attempt some analysis... then the
problems really start as webstats are purely quantitive and inherently
innaccurate. The larger or busier the website the more complex it all
becomes.
In my view the correct approach to webstats is to focus on very specific
things you want to know about the use of the website and then use the
stats to help answer the question/s.
This is the best explanation I've found of issues associated with webstats
http://www.thinkmetrics.com/inaccuracies-in-website-measurement.php
Ian Edelman
Web Manager
Recreation ans Heritage
Hampshire County Council
Don't forget the Autumn meeting: 16 November, Natural History Museum, London
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