Having worked in both infrastructure, and applications development in IT organizations, as well as marketing; this experience has provided me with a full spectrum of knowledge on digital channel implementation, development, and management. A lot of folks talk digital nowadays, I make digital happen. I bridge the IT organization with the business to understand what the Web brings to an organization.
Analytics must drive your digital efforts, recognizing patterns within the site to configure analytics reporting, and then developing KPIs off of that. For analytics, I developed a holistic approach (http://tinyurl.com/pdua5fo), where you start from an industry and overall web level to see what are motivating people on the web in the industry, then use site analytics to understand what drove them to the site and what are the most trafficked areas of the site, to the marketing message and how to direct the traffic to where you want it to be. See the entire picture, and then perform A/B testing to develop not only KPIs, but ROIs.
Once the KPIs are defined, we can then judge performance of e-commerce product categories, content areas, and use all the tools (SEO, CMS, search, promotional campaigns, etc) to the maximum effectiveness.
I know web, it's not about numbers, it's about human behavior, and if you want to connect to someone who gets it, then it's me. I developed my own digital strategy model, as displayed in the image here.