Site Analytics

Web analytics primarily measures viewers' interest in your site and how successful you are in accomplishing your current marketing plan. You will want to know answers to question like: Are my marketing efforts effective? Are my customers satisfied? How does my company compare to the industry's norm? Answers to these type of questions should lead to an action plan.

Improve Your Marketing Strategy

If you can't measure it, you can't manage it.

Actionable insights and metrics, not just statistics, are the goals of internet marketing or what Avinash Kaushik, Google's Analytics Evangelist, refers to as the "raison d'etre" of the Holly Trinity. The Holy Trinity consists of Behavior Analysis (customer intent), Outcomes Analysis (so what?), and Experience Analysis (the why insight). The outcome analysis measures three key criteria:

• How much your revenue has increased.
• How satisfied your customers are.
• How much have your costs reduced.

Understanding and implementing changes to your web site, based on what the reports indicate, builds your customer base and increases your profitability by improving customer retention, satisfaction, and allegiance to your company.

Analytic Techniques

Measuring the data is addressed using two methods. The first, and most common, is on-site analytics which primarily measures the viewers interest in your site.  It collects traffic data and provides reports to help understand and improve your web site.  It benchmarks your site against key performance indicators. Which pages do visitors “land” on?  How do they move through your site?  When do you get the most traffic? Do they buy what you’re selling (commonly called "conversion rate".

Off-site web analytics measures a Web site's potential audience, and can help determine affiliate marketing opportunities. It covers search engine query information, visitor demographics, and rival intelligence data for a better understanding of how your site compares to the overall internet environment.

On-site Analytic Tools:

• Google Analytics
• Yahoo Analytics
• WebTrends

Off-site Analytic Tools:

• HitWise
• Nielsen Netratings