Web Analytics - Marketing is Measuring
What are the goals of your marketing program? What kind of marketing campaigns do you run – both on-line and off-line?
How well the marketing campaigns are helping you with the business goals?
The web analytics can help you answer these questions.
Marketing is measuring. You can’t afford not to measure in this day and
age, and expect to get optimum returns from your marketing program.
Also, you can’t fully sharpen your competitive edge without the web
analytics.
Is the website helping you?
Your website is the glue that holds all of your marketing together. How well is it working for you?
What are your goals -
- Generate leads?
- Sell products?
- Provide information?
- Build your credibility and branding?
- Serve your current customers?
Is your website converting for you? That is, is it helping you achieve one or more of the above goals you have in mind? Web Analytics are critical to improve the conversion rate.
Web Analytics – How does it work?
We put javascript tags on your website. It is a fairly straight forward process. It doesn’t require any time or expertise from you.
Once installed, it will collect landmine of user behavior data on the website. Interpret this data with the marketing lenses, and think strategically to relate to all different marketing campaigns. When you do that, you will not only be able to measure returns on your marketing program, but also capture new business development insights.
We give you custom reports tailored to your business goals. We also guide you with your business strategy.
Web Analytics – What do I learn from it?
Strength of your marketing channels
You will find out clearly how well each of your marketing campaigns is cultivating interest. You will also see how effectively they generating leads, and meeting marketing objectives.
Website Performance
How well your website is working for you. Which parts of your webpage are helping, and which parts aren’t working.
Segmentation
If you aren’t segmenting your analytics data, you are leaving 90% of the value on the table. Think of all different market segments and your key takeaways for each of it.
The segmentation data will show you how effective your marketing is for each of the different groups. It will show you number of visits it takes before your prospects convert. Also, how long does it take for them to convert?
Segmentation gives you insights about how different marketing personas behave.
How to create and sharpen your competitive edge
Website traffic analytics can provide the direction you need to get
ahead of the competition.
How? By providing you with in-depth insights into who your
visitors are and what brought them to your website. AND what they are
looking for.
Real Time Business Intelligence
The specific events and on-line behavior bring a lot of insights about your target market. While you can't be out there listening for it yourself, your website analytic reports keep you up to speed with it. There are variety of alerts that you can use to track all different events, behavior patterns that you want to monitor.
Web Analytics – SEO (Search Engine Optimization) Analysis
Search engines have to part of long term strategy for any business.
Your web analytics will show you how well your search engine optimization program is working. Also, by monitoring and understanding how people search for answers to their needs and questions, you capture valuable marketing intelligence about your business. This will help your business strategy.
Web Analytics – Pay-per-click (PPC)/Sponsored Links Analysis
Do you make cold calls, or advertising to promote your business? If so, Pay-per-Click (PPC), also known as search engine marketing, or sponsored links management will be very relevant for your business case.
Web analytics will tell you which keywords are bringing traffic to your website, and more importantly which keywords are converting for business development.
PPC and analytics combine to give you a very powerful marketing weapon that generates leads quickly and give you a lot of marketing insights that you can use in your marketing strategy.
Web Analytics – Integrate Marketing Channels
Do you use e-mail marketing for cultivating business leads? Do you use advertisements on radio or TV? Do you use direct mailers? Do you advertise in magazines? Do you attend trade shows?
If your answer is yes to any of these questions, web analytics gives you opportunities to integrate those channels into your marketing program more tightly than ever before. This will help you in measuring returns from marketing initiatives.
Also, in the long term it will give insights as to how to allocate your marketing budget to match with the business objectives.
Web Analytics and testing
Testing goes hand in hand with measuring.
There are handy tools at your disposal that will help you test user behavior. This will open up potential to understand how your target customers and prospects THINK.
Once you have the system in place to measure and test, and guidance as to how to interpret the information and improve your marketing, you get a long term asset of a marketing system that fuels your business development and strategy.
What are the steps to make web analytics work for you?
 Using web analytics doesn't take much at all once you understand how to interpret the data, and how to tailor the reporting for your business objectives.
- Install the analytics.
- Set up conversion objectives that tie in with business goals.
- Collect data and generate custom reports tailored to your use cases.
- Interpret data, capture insights and apply your lessons learned.
If you aren't measuring, you are missing out on a big party on the internet. And in the competitive world of this day and age, you can't afford not to measure. The opportunity cost is way too high for ignoring that.
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