It seems to me that a good place to start would be defining web analytics.
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring web traffic, but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website.
Web analytics is also a set of strategic methodologies implemented to maximize online and e-commerce activities. Web analytics extracts and categorizes qualitative and quantitative data to identify and analyze on-site and off-site patterns and trends. Analytical techniques and requirements vary according to organizational requirements. Web analytics services may be supplemented with related sources, including email marketing response rates, direct mail, sales and website performance data.
Knowing how to use and harness the power of web analytics and social media monitoring provides those working in digital marketing with a set of highly desirable skills. These skills help to provide a business with market share, increased reputation, and sell more in the constantly evolving and competitive digital marketing landscape.
How about marketing with Web Analitycs?
Digital marketing professionals are often referred to as ‘data geeks’. They have a strong mathematical approach to online marketing. Outcomes are focused on conversions, web performance, and increases in traffic, referrals and search rankings.
Having a firm handle on web analytics helps a digital marketer to identify and measure which parts of the website and which campaigns deliver a return on investment. This knowledge allows digital marketing executives to generate strategic approaches based on hard data.
It also improves the case for additional marketing spend and strengthens the overall credibility of marketing. Web analytics also delivers the digital marketing professional with a real-time stream of powerful insights and dashboards which offer precisely tailored on-site and mobile driven campaigns.
Digital marketers with a strong knowledge of web analytics can also help their organization to check out and beat the competition, optimize and deliver more targeted digital marketing content and services.
In current time, web analytics has been gaining steady popularity among the online community, and is showing no signs of slowing. It is a great device to look at your latest internet site trends and your visitors’ or users’ preferences in terms of site features. Here are some very general examples of the benefits of web analytics.
- It helps monitor your visitors and users
With web analytics, you know how long your visitor stayed on your site, who they are and what source they came from. It is possible for you to know their clickstream activity, the keywords they may have used to access your site, and how they came to enter your site in the first place. You can also see the number of times a visitor returned to your site and which pages took preference over the others. All in all, very useful information vital in order to make constructive website changes.
- It can help you optimize your website
Once you have carefully studied the actions of your visitors, you will be able to action some changes. This puts you in a great position to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites. You can improve, streamline or reshape site navigation to better assist your visitors, and improve their overall browsing experience.
- It can help you formulate a sales and e-marketing plan
Web analytics will be able to assist you in the preparation of an e-marketing plan. This will be more effective because your plan will be based on solid facts and not mere probabilities. You‘ll know what is popular on the site, and what your market likes and wants. By tracking highly-viewed items, you will learn which features receive the highest interest. You can even use analytics data to enhance other programs that you already have in place – like PPC for example. Then you can work on expanding your client base, as well as retaining your current customers.