Web analytics supports your entire digital marketing strategy with objective insight into performance and the behaviour of your target audience.
Where do your website visitors come from? If they came via a search engine, what had they searched for and where did they enter your site? Where do they go when they leave? Are your competitors exploiting sources of quality traffic you’ve missed? How do visitors interact with your digital content and functionality? Are visitors using smartphones more engaged? Which of your online and offline campaigns generate the highest ROI? How do conversion rates vary between visitors from search and social sources?
This is just a tiny fraction of the range of questions that web analytics can answer, and every answer raises more questions like “why?”, “what will improve performance?” and “what will be the payback?”
Web analytics relies on data collection and analysis tools that anonymously track interactions with blogs, websites and social channels. Some data is specific and private to your business. Some is aggregrated and publicly available. All of it needs to be interpreted in context to be of value.
Integrated Web Analytics
The informed use of web analytics is essential, with behaviour analysis, competitive intelligence and industry benchmarking all contributing directly to digital marketing strategy development and helping to guide the process of digital integration. However, it’s when web analytics is properly integrated with internal CRM data analysis and modeling systems that things really start to get interesting.