InteractionMetrics.org: Part I – Let’s build a new metrics system!

This is the first part in a series titled, “Interaction Metrics.” I have also installed Wiki software so together we can build Metrics 2.0 or what I am calling, Interaction Metrics. The site will live at InteractionMetrics.org.

We know that hits are dead. We know that page views are dead (though Steve Rubel believes it has a few more years). I have used WebTrends since the first beta release about 11 years ago. I know analytics, and as a former auditor, I understand how important reporting and analytics are to the prosperity of a company and its programs. With sites today averaging more views to their feed than to their actual web site, how do we account for this?

Just close your eyes and imagine a credit score-type model for web sites!

But when you look at the core WebTrends package today vs. the first version, very little has changed. You can even still track hits today :). But, if we pause for a moment, how much has changed since 1995 in the Internet space? The fact is that things have changed a lot. And so, rather than trying to patch together a system of analytics based on what is currently out there, we need to create something completely new. So to steal a line from The Donald, Page Views, Hits… You’re fired.

Alright, now that the trash is gone, we can focus on the task at hand. Creating a new metrics scheme which actually provides a few things:

• Usable information for marketers to help decide where to spend their precious dollars (euros, pounds, yen, etc.)
• Metrics that can easily be compared from site to site
• Metrics that are not easily manipulated or “gamed”
• Ability to sustain us for the next 10 years
• More to come…

A perfect world might be to find a way to take all of the metrics together, and create a scoring system that is one number that you can base quick decisions and determinations from. Very similar to a credit score. Natually you will want to look under the covers on any decisions, but this can help weed out sites that might fall outside your criteria.

Some of the first thoughts for metrics in this new scheme are:

• RSS readers
• Mobile users
• Users viewing ads vs. those not viewing ads
• Social News links – Digg, Reddit, etc.
• Reputation
• User patterns
• Household Penetration
• User approval ratings
• Quality content rating
• Ethics Quotient
• Movement in loyalty

I know some of these metrics might be a bit nutty, but I think as we progress down the path, these type of metrics might make more sense. Remember, forget your former metrics. We may carry some over, but that comes later.

Do I have all the answers? No. I want to make this a community effort. If you have ideas or thoughts, please create a page on InteractionMetrics.org. Together we will build the next metrics system, one that works for the next web. With all of the blogging and discussions going around today, this should be a snap to get rolling, at least that is my hope.