Web Analytics: Using Integrated Path Analysis

[mandy]

What we are seeking to do is to compress our mental vision of the path taken from initial ad exposure to purchase completion. The clearest indications of website performance are achieved by working with these two ends of the process. By creating a compressed end-to-end view, Integrated Path Analysis aims to make this connection obvious and thus easier to work with.

Integrated Path Analysis only concerns itself with the metrics that reflect critical points in the visitor's journey through our online material. These critical points are ones in which the visitor must make a yes or no decision as to whether to proceed further down the path or terminate the path (by leaving). Integrated Path Analysis is largely financial.

Remember, the aim of this methodology is to ruthlessly expose the core processes that determine web success or failure. Other things may be going on within the visitor's path -- such as backing up and repeating page views -- but such considerations are irrelevant to Integrated Path Analysis...

full article: http://imediaconnection.com/content/14165.asp