Defining KPI's - Update

I thought a little bit more about how I described the process for defining KPIs - and I came to this realization...

While it is true that you have to know what your business objectives are in order to tie your web measurements into group-, division-, or company-wide goals, often times it's easier to start at number 3, Describe desired visitor behaviors, and work your way up (toward connection to management objectives), and down (toward KPIs and contextual data) from there. The end result is still the same - the ability to illustrate to management how what's happening on the web site is directly connected to the larger goals that management cares about.

Here's what that looks like applied to the top down approach described by Schiff in his post on KPIs.