Web Analytics is the study of the behaviour of website visitors, also known as “users.” In a commercial context, web analytics especially refers to the use of data collected from a web site to determine which aspects of the website better work towards the business objectives. For example, which landing pages encourage people to make a purchase.
Data collected almost always includes web traffic reports. It may also include e-mail response rates, direct mail campaign data, sales and lead information, user performance data such as click heat mapping, or other custom metrics as needed. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign’s audience response.
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At The-Media-Image, Account Managers have been trained to use Web Analytics to supplement PPC and digital campaigns. We intelligently use the data to tailor landing pages and maximise campaigns by changing regional settings according to traffic stream. We are familiar with most analytics packages and often suggest using Google’s FREE package even if it is to supplement an existing package. |
