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Using DMAIC Methodology to Enhance Information Portals

  • By Arvind Muthukrishnan
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Traffic Metrics: How do you measure?

There are various measurement tools that are available in the market. One of the best tools (surprisingly, because it's free) for measuring traffic metrics is Google Analytics. This tool gives you a wide range of analytic features that will help you to get better insight on user behavior. It provides an option to identify the pain points and hence make corrective actions to your website.

Revenue Metrics: How do you measure?
It is very important for an organization to analyze the revenue patterns of their website. It also is very important to advertise or partner with some of the other websites that will depend on the business synergies. There are various ad platforms through which you can measure the revenue metrics. Some of them are:

  • Ad Sense
  • Ad Words
  • Vibrant Media
  • Kontera

But, these represent the revenue that comes from aliasing with a third-party ad agency. It is always better to have your own advertising platform and sell the ads directly to the clients. In this way, you can leverage your offline presence and charge the clients more to display their ads on your website based on the position.

Conversion Rates: How do you measure?

You must be in a position to measure how well your objectives have been met. For example, consider the case of increasing the number of registered users in a website. You need to measure the registration conversion rate (number of registered users/unique visitors) to track your performance. There is no specific tool in the market that can measure conversion rates directly. Google Analytics has an option of defining goals and, hence, measuring the conversion rate for each goal defined. But, it is always better to have an internal system where you can slice and dice the information to get better insight. But, Google Analytics can be a good start with zero investment.


Although all the measurement tools that I discussed can give you a good insight on the key metrics, it is very crucial to analyze them and make some business sense out of it. You should be able to relate the patter in the metrics to a particular action of your business.

The important aspects of the Analyze phase are summarized below:

  1. Online Brand Analysis
    1. Page Rank
    2. Traffic Analytics
    3. Competitor Analytics
    4. Revenue Analysis
  2. Technology Analysis
    1. Platform Scalability Analysis
    2. Detailed Code Review
    3. Stability Analysis
    4. Infrastructure Analysis
    5. Website Sustenance Analysis
Traffic Analytics

Traffic Analytics is one of key activities in the Analyze phase. However, as every other analytics tool does, Google Analytics just throws you numbers based on the traffic on your website. It depends on the individual to make sense out of the numbers. Hence, expertise in handling the tool and churning out the numbers is very important.

An intuitive ability to identify the reasons for the behavior is also very critical. For example, one may see a pattern in the traffic trend for website. But, it requires instinctive sense to identify the reason for that particular trend. For example, every information portal might have a decreasing trend on the weekend due to people spending time more entertaining themselves. But, every social networking site (Facebook, My Space) might have an increasing trend on weekends in particular due to many users spending time on online chatting and dating. Hence, it is very critical to think not only from a user perspective but also with a bit of common sense.

Please refer Fig 3. To view a snapshot of key metrics which from Google Analytics

Figure 3: Google Analytics Snapshot

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This article was originally published on January 12, 2009

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