Web Analytics

Knowing not Thinking!

There is a famous quote about marketing "we know HALF of our advertising works ... we just don't know which half!", reputed to be a quote from the CEO of Sears or Macys.

Now that was true for traditional advertising methods, you may know how many people buy a magazine, how many watch a television programme, how many cars drive past an advertising hording. But, how many of those people where interested, in your advertisement? Did the magazine reader even look at your page, did the TV viewer go and make a drink? Was the driver looking at the car ahead?

Without doubt techniques have improved, the coupon was invented by Claude C. Hopkins (1866-1932) and the simple introduction of a reference enabled the shop keeper to know which advertising media was working.

But, Web Analytics takes this to the next step, what was the person searching for? Where did they go? Where did they leave? Did they complete your required task (buy, sign up or download)? Where in the world are they? And a 101 other things, at least!

Now you’re absolutely swamped with data, so what is important to you? By working with an Internet Consultant you can specify your Key Performance Indicators and by using these they can analyze the data, pick out trends, set up Pareto charts {link to Wiki}, set goals and advise you what needs to be done to improve the performance of your web presence.

Using your analytics data correctly can even open up new avenues that you may not have thought of or change the direction of your business.

Contact us or request your copy of the Experts' Guide to Internet Marketing