Web Analytics are intrinsic to the success of all marketing activities. The beauty of web analytics is that it provides marketing accountability, customer data, customer behaviour and website performance metrics enabling real time adaptations of marketing activities. This ‘holy grail’ is often overlooked or undervalued. At WhyCommunicate?, web analytics are placed at the centre of all our marketing activities.
Marketing Accountability
How many sales have come from your latest campaign? What activities drove sales and which failed to deliver? Without understanding this information, how can you justify your marketing spend? At WhyCommunicate?, we love return on investment (ROI) – it’s key to the success we deliver for our clients (Return On Investment case study). Without measurement and analysis of these results, your marketing activities are flying blind.
Customer Data
Customer Data – first thoughts are the Data Protection Act (yes, it’s is a scary one but also very important). However, in this context, we really mean what do web analytics tell us about the customer? Do they drive a Jag or a Ford, do they have two children or one, do they live in a suburban semi? OK, so analytics cannot directly deliver this data, it is however amazing what information you can get from your analytics.
Customer Behaviour
How did our customers behave in response to our most recent email marketing campaign, which subject header lead to the most sales, what was the conversion rate for organic versus paid traffic? How do we improve this? Analytics has the data, now let’s test and start improving results.
Website Performance Metrics
Often called Key Performance Indicators (KPIs), website performance has a dramatic impact on the success of any marketing activities. Imagine visiting a new supermarket for the first time – it’s all a little confusing. You struggle to find what you’re looking for and often end up going backwards and forwards. When you visit a new website for the first time, the same can be true. By monitoring website performance metrics and analytics, significant improvements in sales can be delivered.
WhyCommunicate? has extensive experience in the set up, usage, integration and measurement of marketing activities using a range of analytics tools such as Google Analytics, Urchin, Webtrends and Omniture to name but a few.
Call us today on 0845 652 0356 to find out more about how we use analytics to drive successful marketing activities for our customers.
