Marketing, Technology

Cooking up a Web Analytics-driven Marketing Campaign?

Developing a marketing campaign for a business may begin with crafting a message, but using Web Analytics programs requires some additional ingredients.

Web analytics software programs used in marketing campaigns have provided valuable information to identify online marketing efforts and to target a segment of consumers. For instance, they can allow marketers to improve a cross channel campaign through follow-up emails once a shopping cart is abandoned, or they may allow for the delivery of ad impressions on other Websites to be calculated, surveyed and examined.

Virgin Atlantic understood the importance of its website in its marketing campaigns, according to IT Week. In 2006, The airline concluded to improve performance of the site it would attempt to track each marketing campaign to find out how they affected business. It had upgraded its WebTrends version, a web analytics software program, from 7 to 8 to get a better gauge of performance.

Today, web analytics and marketing campaigns are more associated. The plan of action for your marketing campaign needs to consider your web analytics software’s abilities.

Distinguish the parameters of the information from the web environment. 

By this you need to identify exactly what it is you intend to track and what will indicate a success. Will you be watching for pageviews? Subscribers? How about the bounce rate? This rate, by the way, is the percentage of entrances on any individual page that caused a visitor to quickly leave the site.

Gather additional customer information.

Web analytics shouldn’t be your only tool. Merge other reporting systems with the web analysis. For instance, information from Customer Relationship Management systems or CRMs have been merged with web analytic data. Customer Relationship Management systems group information related to interactions a business has with prospects or customers.  It may include surveys, sales history and forecasting, mostly information gathered offline.

Ultimately, stay cognizant of what your Web analytics software can do, how much of the technology will benefit your campaign and how the combination of the data with other resources can increase success.

Photo Credit: tungphoto

8 thoughts on “Cooking up a Web Analytics-driven Marketing Campaign?

  1. Joe

    Have you ever thought about including a little bit more
    thhan just your articles? I mean, what you say is valuable and
    all. But jusat imagine if you added some great photos or
    video clips too give your posts more, “pop”! Your cntent is excellent but wth pics and videos, this website could undsniably bee
    one of the most beneficial in its niche. Amazing blog!

    • Brigitte Yuille

      Thank you Joe,
      I actually have a section for videos. I just switched the layout so I am not sure how the pictures are appearing at this time.
      But I do have a YouTube channel bycomworldwide. You can see videos there. As I post I will make sure to include more videos.
      I appreciate your feedback.

  2. Have you ever thought about publishing an e-book or guest authoring on other blogs?
    I have a blog centered on the same ideas you discuss
    and would really like to have you share some stories/information.
    I know my subscribers would appreciate your work. If you are even remotely interested, feel
    free to send me an e mail.

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