We’re doing a presentation that’s excerpted from the book at DemoCamp Guelph tonight. Should be an interesting conversation; we have an “exercise” planned. Sean can’t be here (he was at Podcamp and has to get real work done after a weekend of editing the 400+ figures in the text!) but will be joining on Twitter. If you have photos from the event, or questions for Sean, we’ll be using the #CWM hashtag (for Complete Web Monitoring, the title of the book.)

One of the projects we’ve been working on is trying to create a single, comprehensive overview of the Complete Web Monitoring process. Here’s where we’re at (and an early glimpse at a poster we’re working on.)

First of all, a complete monitoring strategy includes the many questions a web analyst needs to answer:

• Web analytics (“what did they do?”)
• Web Interaction Analytics (“how did they do it?”)
• Voice of the Customer (“why did they do it?”)
• Both synthetic and real user performance monitoring (“could they do it?”)
• Community monitoring (“what are they saying?”, “who’s talking?”, and “where are they saying it?”

Any strategy also has to look at several different stages in monitoring:

• Arrival (“I visited the site”)
• Usage (“I played with it”)
• Engagement (“I’m a part of it”)
• Revenue (“I paid for it”)
• Referrals (“I spread the word”)

If these look somewhat like Dave McClure’s Pirate Metrics, it’s because he’s awesome and we borrow heavily from his thinking on startup metrics. Anyway, this PDF is a work in progress of trying to align the big questions analysts need to answer with the various stages of visitor engagement. Once we sex it up a bit, we’ll make some posters.

I’ll put the DemoCamp slides up here shortly.