Web Analytics: Critical but often Overlooked Component in Online Marketing

04/27/2011

Sometimes marketers are so focused on driving traffic, increasing conversions, and lowering cost-per-acquisition, it can be easy to overlook how analytics can help improve dramatically an advertiser’s online marketing efforts. It’s not that the items mentioned previously are insignificant or require any less focus. It’s about remembering to use analytics to support those areas, to make smarter decisions rather than shooting from the hip.

A recent web analytics article titled, “In Analytics, the Price of Light is Less Than the Cost of Darkness,” published by ClickZ, highlights advertisers on two ends of the spectrum:

• Those that understand the value provided by analytics
• Those that don’t

Value of Investing in Web Analytics

Web analytics is an investment in resources, including tools and people, which ultimately provide online marketers with business intelligence when used effectively. For those in online direct marketing, having web analytics in place is essential for testing, continuous optimization, measurement and accountability.

Insight gleaned from analytics can help internet marketers understand what is working, why something is working, and identify where missteps have occurred or where gaps exist in a web marketing strategy and its tactics.

Risk of Going without Web Analytics

Instead of asking, “How much will assembling a web analytics team cost me?” or “How much will it cost to invest in web analytics technology?” – online marketers should consider:

Can I afford not to have analytics?

Staying in the dark can lead to ineffective decision making such as inefficiencies in media allocation and website changes that can be costly and time-consuming, providing zero positive impact to results. Are these risks you’re willing to take?

For more information, visit Web Analytics Services.