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Analytics- A Marketing Managers Friend or Foe?
Written by: James WellsArticle Overview: A quick and basic look at Web Analytics. Understanding your analytics can help you maximize your efforts. Getting lost in your analytics can make you feel like you're adrift at sea.
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Free Download - Our country is broke (in more ways than one), so how do we fix it? By James Wells |
Analytics- A Marketing Managers Friend or Foe?
With a history of little more than 10 years under it's belt, online web analytics can be a cure or a curse for todays' marketing managers. In the 1990, most tracking was done via web log analysis software on the server or via simple page counters, today cookies and javascript applications (like Google Analytics) allow all kinds of visitor data to be captured, reviewed, and analyzed.
There are several challenges you face when trying to evaluate the traffic to your site.
You 1st need to evaluate the source: What analytics program are you using, how does it collect data, what are ways that data can be corrupted or skewed?
You then need to establish reporting: What frequency will you evaluate; hourly, daily, weekly, monthly, yearly, or all of the above? Do you understand the metrics of the reports? Do you need hard #'s, percentages, or both? What about charts, everyone loves charts!?!
Once your done playing Devil's Advocate and have your reports in hand, now comes the real work- Analyze the data. This is where many will throw their compass in the water and try and steer by the stars. This is also the point where I tell you that most people are not objective in their review of data, specifically when they have a direct interest in the data they are reviewing. The best advice I can give is: Be aware that you are biased and hopefully you can try and take a more objective stance when analyzing future data. I often recommend getting trusted, intelligent individuals who have no stake in the information to review and give you their quick opinion on the data, it can really open your eyes. In most cases it will show you obvious big picture information that may have been overlooked, or it can simply confirm your evaluation of the situation.
Many have heard of "Analysis Paralysis" and many others have experienced this malady. The best way to avoid analytic confusion is to keep the big picture in mind (Key Performance Indexes), understand the metrics, and ALWAYS compare apples to apples when possible.
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Article Tags: Google Analytics, web analytics, web log analysis software
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About the Author: James Wells RSS for James's articles - Visit James's website  Click here to visit James's website   The little things SEOs and Web Masters worry about but probably shouldnt Fugitive Information The Lack of Basic SEO Components in Many Small Business Web sites The Value of SEO in Your Marketing Budget The Future of Online Marketing |
Related Forum Posts
Re: What I Enjoyed Reading This Week - June 11
- Hi Evan,
Thank you for the reading material. I look forward to the general release later this month as outlined in the 'Google Analytics To Add Search Query Data From Webmaster Tools' article.
Anything that helps us to understand maximise extra data from Google Analytics can only be of benefit.
regards,
Mal.
Re: Google Places Review | How to Get a Review on Google Places?
- Hi Evan,
Yes, I am planning more. I have multiple videos coming out this year on:
Social media marketing
Email marketing
Lead Generation
Organic search marketing
Conversion rate optimization
Analytics
Content marketing
Paid search marketing
I am looking for SEO / Internet Marketing questions people have. I enjoy producing videos answer tuff SEO questions. Let me know if you are any of your members have any they want answered.
Jeff
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Ranked #1 in just over 7 weeks
- Thanks guys.
You're right GT. It's jsut a matter of doing what needs to be done.
Analytics is starting to show the results a bit too.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
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