You can learn a lot from surveys. In a multiple choice question, the survey writer thinks through all possible answers to a strategic question. Therefore, this list of answers is typically a starting point for many strategic options when faced with that question.

For example, I was sent a survey on web metrics. It asked how we use web metrics…and thereby listed a number of options to utilize web metrics in our business.

• Measuring conversion rates
• Measuring online revenue and sales related metrics
• Understanding visitor behavior
• Measuring the usability of the Website
• Measuring the effect of our marketing spend
• Measuring return on investment for the entire Website
• Correlating Web data with other types of data
• Sharing Web data throughout the company
• Incrementally improving our Website by leveraging available data
• Reporting on basic traffic metrics (hits, page views, visits)
• Identifying unforeseen opportunities online or offline
• Having a data solution in place, regardless of its actual usage

Now for the important questions: Which ways are you using web data, or more importantly, not using? Which ones will drive the biggest impact in your business?