For Customer Experience Professionals

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	February 7, 2007 Measuring Rich Internet Applications by Megan Burns with Ron Rogowski, Steven Geller	Average: 7  (2 ratings)

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Executive Summary

Site owners look to analytics data to help them answer key questions about the effectiveness of their rich Internet applications (RIAs). But understanding user behavior within RIAs is tricky because RIAs have more trackable actions and change the meaning of metrics like page views and engagement, so it's harder to know which metrics matter in an RIA world. To top it off, tools for collecting RIA data fail to meet developers' needs. Firms can best understand RIA effectiveness and performance by: 1) using the full portfolio of tools to evaluate RIAs, especially qualitative tools that can be applied early in the process, and 2) building a solid plan for RIA measurement with measurement best practices like giving stakeholders time to define data needs, capturing metrics requirements alongside functional requirements, and describing what action people are going to take based on the data before its collected.

TABLE OF CONTENTS

• RIA Owners Have Many Questions, But Few Answers
• Look Beyond Analytics To Evaluate The RIA Experience

RECOMMENDATIONS

• Accelerate The RIA Analytics Learning Curve

WHAT IT MEANS

• The Race Is On For Leadership In RIA Analytics
• Supplemental Material
• Related Research Documents

This is an excerpt