What should under-pin every web-strategy and under-line every decision is under-used nearly everywhere. Ignore web analytics at your peril – it is an essential tool in on-line marketing...
Web analytics provides direct information about the behaviour of the people you are trying to reach via your online marketing campaigns. And by knowing their behaviour, you can begin to know what they like, what they dislike, and how you can steer them to what you want them to do.
It’s a human science in numbers – the figures and the graphs provided from web traffic are what actual real people are doing when they come to your site. It’s behavioural analysis, it’s CSI, it’s trend spotting on a micro scale - your website scale.
Change is key to creating difference: by creating links to new web landing pages, you can see which information and messages gain the biggest responses. By multi variant testing, AB testing and a host of other activities that have pretty funky technical names, you can begin to funnel your potential customers further down the sales conversion channel, turning a technical add-on to a business advantage.
Measurement and analysis can show us what is of interest and how to make it more interesting – a change of presentation or wording can suddenly hit the right spot with business or consumer audiences. A change of communications platform from an e-newsletter to a blog or Twitter can get a message across more effectively to specific targets.
This flexibility needs to be used wisely. An overemphasis on results measurement can transform strategic thinking and effective decision making into a series of knee jerk reactions. At Brandboost, we have the marketing experience to assess results over time and recommend adjustments to projects and programmes without forever changing the goal posts.
Measurement from analysis data is a great indicator of the success of any marketing initiative, and gives huge insight for the marketer to base their decision on.