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Analytics are not an Audit but Leads Are

- Saturday, February 20, 2010

I read a whitepaper the other day titled Analytics Are Not An Audit.  At first glance, it appeared the angle was trying to blast those who specialize in statistical analysis of web analytics.  But then the golden gem at the conclusion:

Don't get hung up on the basic traffic numbers. The true power of web analytics comes into play when you begin doing A/B testing, multivariate testing, visitor segmentation, search engine marketing performance tracking and tuning, search engine optimization, etc.  

Web analytics can be used in a variety of different ways.

TACTICAL:  Daily/weekly dips & spikes pique our interest because it allows us to see the direct effectiveness at driving traffic through marketing campaigns like email marketing, blogging, and social media activities

STRATEGIC:  We also use the web analytics tools to understand the effectiveness of the overall marketing campaign and strategy over time.  After all, 100,000 visitors per month would mean nothing if you never received a contact form submission. 

CONVERSIONS:  It’s all about the leads and understanding how the marketing mix is leading to more of them.  The web analytics is our only way of truly understanding how it all interplays. 


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