I first saw Phil Kemelor talk at the Web Managers Roundtable in December 2006 at the National Building Museum. After that he contacted me, referred by Julie Permutter, to participate in a survey on the challenges of web analytics implementation. Following the survey, we decided to meet for lunch which turned into a very pleasant discussion on a range of web management and analytics related issues. Phil is a very friendly, pleasant and knowledgeable fellow who is deeply passionate about making organizations more effective through maximizing the return on their web investments.
Phil has published recently his own “Executive’s Guide to Web Site Measurement and Testing”. Phil’s contributions to the web measurement field are based on his work in web analytics implementations since the late 1990s, so he does bring experience and not just theory while sharing his findings succinctly in a book that targets not the techies but executives who are interested in tapping the marketing potential of their web channel. Here are the main themes of his book:
The first part of the book explains why you need web site measurement to boost Web site profitability, defines site measurement objectives and show you how to plan a successful program.
The second part of the book focuses on conducting site analysis, developing metrics, and analyzing data so that you can make the site design, marketing, and business decisions that will increase Web site profitability and effectiveness.
The final, third, part of the book focuses on what it takes to implement web site measurement and testing for an organization’s website.
I will be writing a proper review of Phil’s book later on. In the mean time, if you want to catch Phil talk on web analytics, he is scheduled to lead a series of seminars on eCommerce and Measurements in the coming months, as part of the next stage evolution of the Web Managers Roundtable.