May 17th, 2008

Compete introduces new web 2.0 measurement
Matt Hopkins posted in Web Analytics on April 4th, 2007

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The competitive analysis tool Compete has recently announced that it has introduced a new metric to its data called attention. From what I can see this ‘web 2.0′ metric is simply the total time online for the average visit rebranded.

But this idea of taking our plain web 1.0 metrics and turning them in to something funky and web 2.0 like got me thinking about other useful web 2.0 metrics or KPI (Key Performance Indicators) I can think of.

So we have:

  • Attention - time online for an average visit
  • Visitor participation rate - a conversion type metric used to measure if a visitor participates in web 2.0 activities such as posting a comment or submitting an article to Digg.com
  • Visitor consumption - how much content a visitor consumers which could be like the number of page views they see, but obviously it could also equate to AJAX/Flash events
  • Feedback rate - the rate at which a piece of content receives feedback via user participation, for example this could be based on average comments per blog post
  • Subscription rate - the rate at which content is subscribed to via RSS/Podcast/etc based on the total number of views of that content
  • Activity rate - the average time a visitor moves from page to page or event to event during their visit
  • Consume -> participate rate - a value based on the number of times a piece of content has been consumed which has led to visitor participation
  • Content loyalty - a rate based on the number of types of content a visitor consumes over the visitor lifetime

With any good web analytics package all these metrics are fully achievable, obviously given the data to analyse. But the questions are:

  • “Are they any good as web 2.0 metrics?”
  • “Do they hold enough meaning to base business decisions on?”
  • “Can you think of any better web 2.0 metrics?”

Go on, post a comment and in a few days i’ll update this post with my “consumer -> participate rate” based on your activity.

Update: after 14 days this post has 0 comments, I would say that the consumer -> participate rate is 0%, I guess no more talking about Compete metrics then :-)

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