On some occasions we are to use a technical language, assuming that the listener understands and shares the same language. This also happens between ‘technical’ web marketing and people who have training in traditional marketing.
So we decided to dedicate some posts to the presentation of the fundamentals of online marketing.
I start by presenting in a simple way what is and what is the web analytics.
The Web Analytics Association The international benchmark in the industry, gave the following definition of web analytics:
Web Analytics is the measurement, collection, analysis and reporting of Internet data for the Purposes of Understanding and Optimizing web usage.
In other words, we can define the web analytics as the set of technologies and methodologies that allow a better understanding of the users of the site, the interaction data on social networks in which the company operates, and information on mobile tools that are part of our digital presence.
With this I am not referring to personal information about which privacy laws are very restrictive, but to anonymous behavioral information, such as:
- The online marketing campaign (advertising, SEO, online PR, etc..) Through which the user has found the site
- The pages that the user has visited
- The actions of conversion (request for information, purchase, newsletter subscription, etc..) That you have made
Or even more detailed data such as:
- The key words used by the user on the internal search engine
- As the user has used interactive applications, such as automotive sites in the configurator
- The user clicks on banner advertising inside.
These data are of little use when referring to a single user but are of great value if aggregated and reported to all users of the site because they allow us to evaluate the success or failure of marketing initiatives.
The collection of information is through the use of specific software, such as Google Analytics But the most important part of work is the next step, that of Data analysis. It is from this emerging information useful to anyone involved in planning investments to improve the site and the online marketing efforts. This approach will strengthen the brand presence on the web, enhancing the user experience, those who already know the company loyalty and more opportunities to acquire new customers.
What then are the areas where it is helpful to use web analytics?
Usually every time we make investments in online marketing, for example:
- Online promotion activities: To evaluate the results generated by these activities. For example, through web analytics, you can see how many e-commerce purchases were generated by a particular pay per click campaign.
- Development Activities: It is not enough that a high number of users visiting the site or download the mobile application, it is necessary that the actions arising from this contact provided for conversion. The Web analytics allows you to understand how users navigate the site, which pages are most viewed and most common navigation paths, how they interact with the application, to identify the strengths and weaknesses.
The Web analytics is therefore required to assess the quality of interventions for the promotion and development, to identify what works and what does not work and improve the return of budget invested. The information coming from Web analytics, combined with a reputation monitoring and opinions on the company network, allow strengthening the identity and online presence and offer services and products in line with the expectations of users.
James Marshal is the strategist of a digital marketing agency, New Media Guru. He is also an active blogger and loves to share his experience and knowledge of the web development india and web design company india.
