How to use your web analytics data for marketing purposes?

Strategic marketers are continually collecting data and web analytics on their website, but what should they do with all this information? 

As a marketer, data gathered online can be a valuable tool for improving strategies and adjusting budgets. In the message below I will describe web analytics and how it can work to become a better marketeer. 

1)  Measure offline data – All offline marketing campaigns should be tracked and measured as well as online campaigns. Having clear tracking for offline marketing like tradeshows is an important way to compare the results of your entire marketing strategy.

2) Measure traffic sources. Find out how your visitors are finding you.  Finding out which sources are driving the most traffic to the website will allow you to determine how well the search engines index the content on your website. 

3)  Measure conversion rates. Getting visitors to the website is the first step, getting them to convert into a lead or business is the next. Offering compelling content and clear calls-to-action will help to convert more of this traffic into leads for the business. Determine which keywords are giving you the best top, middle, and bottom of the funnel leads.

4) Ensure the data is clear. Don’t focus on one metric.  For example you notice an increase in traffic one week, what was the cause of this increase?  First you notice there was a large increase of traffic from the blog, then after drilling down further you find that it was a specific article. This shows you that this specific content is compelling to your audience, and it would be a great idea to create more content on this topic.  

5) Close the loop – Most marketers are concerned about their marketing ROI, knowing where to devote more time, energy, and resources are important.  Closed loop marketing or finding out which campaigns are driving the most traffic, leads, and most importantly customers.