Differentiate Your Data
"There are two types of online data: safety data and actionable data. Safety data include pages viewed per visitor and other traditional metrics. I check those every day and worry only when I see changes in them. But the really important data are the actionable kind. These include metrics such as number of days since last purchase, average order value, frequency of purchases, quantity bought, etc. These are the data I'm most interested in."
—Jay Shaffer, VP customer experience, Wine. com
heard at: eTail 2005, Philadelphia, Aug. 2, 2005