Web Metrics | Search Marketing
Site Strategy

"In a nutshell, Jason created our marketing analytics capability. He was able to figure out what data we collect, where it is, what was missing, and hook it all up so we canget meaningful, actionable data. Our marketing efforts have improved leads and conversions in some cases by an order of magnitude. He knows his stuff."
Chris Foleen, Marketing Project Coordinator, TransCore, Inc.


Monday, August 31, 2009

Web Analytics Strategy Part 3

Another post for the folks at Amplify Interactive.

Here is an except:

Search engine optimization (SEO) and pay-per-click (PPC) are two of the best examples of how to use Web analytics to improve your website's and your business's performance.  Search engine marketing (SEM) and Web analytics are made for each other.  Once you understand how search marketing metrics work, you will have insight into almost every key measurement aspect of any online marketing program...

Beyond the Basics: Goals and Conversions
"Goals and conversions" should be included in the basic metrics for every marketing campaign.  Determining how many people become a lead or customer as a result of a marketing program is critical to knowing if your they are successful.  However, I did not put "goals and conversions" in the basics group for two reasons:
  1. It's surprising how many organizations do not have clearly defined goals and conversion points identified in their websites,
  2. and if they do, Many times the Web analytics platform is not configured correctly to capture this information.
Understanding your conversion paths and setting up your Web analytics platform to capture the important information about your visitors as they travel your conversion paths is a key benefit of using an analytics specialist.  When goals and segments are defined and combined, you can find a wealth of information about how to make your website more valuable and profitable.  It is absolutely worth your time and effort to properly implement goal & conversion tracking.

Read the whole web analytics strategy article.

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