In the current economic climate, marketers have begun shifting their budgets from traditional media to digital media.

And with the right strategy and execution in place, digital media has proven very cost-effective. It scales and caters to a larger volume with faster go-to-market capabilities.

Moreover, when Web analytics is implemented properly, marketers can leverage it to accurately measure and quantify the impact of digital marketing.

A recent study published by Forrester Research found that interactive-marketing spend is increasing at the expense of direct media. A few factors are influencing the trend:

  • Economic conditions. Interactive spend is considered to be more effective, producing higher response rates.
  • Customer preferences. More and more, customers are coming ot prefer interactive and digital channels.
  • Measurement. With Web-analytics tools, it is possible to measure interactive marketing more effectively.

Web analytics is a decisive tool for online customer intelligence, and the tips below describe the essential strategies marketers can implement to optimally leverage it. Moreover, marketers can learn how they can translate the vast amount of data gathered through Web-analytics tools into usable marketing strategies.

Below, four key strategies that organizations must employ.

1. Define the Web-analytics solution

A Web-analytics solution should be more than a data collection and reporting suite. Organizations must have a strategy for integrating Web data with their offline data and other data sources to drive customer intelligence.

Web-analytics is the standard by which digital-marketing performance is measured, and most Web-analytics technologies have the potential to propel enterprises beyond mere site metrics to automated actions triggered by the data collected.

Organizations must deploy a complete Web-analytics solution that has the capability to collect Web data and support the convergence of multiple data sources for integrated analysis. Such a solution should help marketers use the newly acquired insights to drive actionable online- and digital-marketing strategies.

2. Optimize the Web-analytics solution

Deploying Web-analytics solutions requires multiple toolsets. Online data is powerful because it contains customer and prospect behavior. Unfortunately, most online-data environments are extremely large and not well integrated with other organizational data sources.

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The Power of Web Analytics: Top Four Tips for Marketers

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ABOUT THE AUTHOR

Ram Krishnamurthy is director of professional services in the marketing automation practice at Quaero (quaero.csgsystems.com), a CSG Solution.