This article was published in the print magazine Drupal Watchdog, Volume 5 Issue 1,
Everyone involved in the design and development of online assets should strive to identify the positive concrete results of what is delivered. This is true even within not-for-profit organizations, which admittedly may not be monitoring widgets shipped and dollars earned, but still seek to understand the measurable impact of your work. Just as SEO specialists may be viewed suspiciously as practitioners of a dark art, web business strategists can find themselves similarly and unfairly faulted as purveyors of nebulous practices with immaterial consequences. It is a field that calls for the tracking and documentation of worthy results.