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Study Suggests Long-Standing Web Metrics Are Often Misused Tools

Credit Union Journal, The, March, 2004

Credit unions using long-standing web metrics are using the data for the wrong analysis, according to a new report.

The new "Credit Union E-metrics Study-2003" suggests that credit unions are using web metrics to assess operations performance and marketing support rather than to measure member satisfaction, return on investment or to support strategic planning. The study was authored by researchers at the University of Wisconsin-Madison and was distributed during CUNA's GAC. It culminates a six-month research project sponsored by the CUNA Mutual Group, CUNA, the CUNA Technology Council, and the Information Technologies Credit Union Association. Research was conducted by the University of Wisconsin E-Business Consortium (UWEBC).

"We conducted this study to get a...

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