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Web Analytics - Creating a Foundation for Marketing Success

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Neal Lappe   by Neal Lappe September 8, 2014

An article was published this morning by eMarketer that highlights the criticality of data. You can read the full article here. The survey results reveal that more than 3 in 4 marketers feel the greatest deficiency among marketing agencies is their lack of analytics and meaningful KPIs. See chart below.

Data_Graph_Sept2014

 

 

 

 

 

 

 

 

 

Focusing on identifying what metrics will be used to evaluate success and return on marketing investment, and combining those metrics with customized configurations in the web analytics platform brings a level of transparency for the client. We have found this approach builds confidence for the client and establishes a common language for discussions about ROI and future marketing investments.

Additionally, as we attack conversion rate optimization, having the ability to measure micro-goals (those activities that suggest a good level of online customer engagement) and macro-goals like online sales, appointment scheduling and lead generation is critical. Establishing a foundation of metrics upfront and having the ability to segment web analytics data enables improvements in online conversions.

When marketers are vetting and evaluating market agencies, we recommend the client evaluate the agency's approach toward establishing KPIs and how they will use web analytics data to optimize marketing investments.

 

 


 

Neal Lappe leads the WebStrategies team of digital marketing experts. Under his direction, the company has flourished, growing more than 400% since its inception in 2004.

 

Topics: Google Analytics, Web Analytics, Conversion Rate Optimization

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