Mckinsey wrote a report on 2.0

Another report on 2.0 and how corporations are using it. This one’s from Mckinsey and it’s called Six ways to make Web 2.0 work.

It’s okay-ish. If you’re an enthusiast, then you’ll probably like it. But it’s not very good at pointing out that:

Analytics for non-transactional sites

I’ve recently had to think about how to set measures and metrics for a corporate web estate that’s about the size of a small country.

Actually it’s not that big. I’ve worked on much larger corporate sites.

Up to now, the metrics the online team have been using are mainly  to do with reach, with a little bit of conversion or task-success thrown in for colour (but not much).