Let me reduce the concept of “web 2.0” to its two main dimensions:

• Technology (also called Ajax) that improve the usability of websites
• The exchange of information among all Internet users (the community aspect).

These two dimensions have little connection between them: the exchange of information can be based on Web 1.0 technologies (blogs rarely use advanced ajax), but these technologies have been so simplified that they are no more reserved for an elite.

But these two dimensions have obliged the Internet industry to rethink the very notion of audience (or analytics), and the indicators used to measure it.

I have already talked a lot about these concepts audience that are now obsolete:

• The end of page views
• More page views, so what

In order to set up the definitions, I made a tour of the extent of the existing audience 1.0 concepts:

• The visits
• Unique Visitors
• Time

It is easy to criticize, so let me now propose something instead.

The concepts that define the web 2.0 analytics (or analytics 2.0) are ready. The technology also. In the coming days, I will show you what could be (and, trust me, what will be) the web 2.0 analytics.

This will imply by a redefinition or change in the notions of visits, unique visitors and time.

But the web 2.0 analytics must go further and address the issue of information exchange (communities aspects of web 2.0). We will therefore look at what are the indicators that can reflect the commitment and the efficiency of a community.

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