Developing Campaign Process Analysis as it relates to Web Analytics – Part 1
April 24, 2008
When it comes to setting up a campaign for your company’s online marketing initiative the ability to create, analyze and optimize is huge but it doesn’t happen overnight. You need to understand the following points in the process and at the end be willing to optimize based on the results of the campaign and when it comes to online marketing or advertising statistics and more importantly web analytics play a big role in understanding and giving insight into your customers and how they access your web presence and make a buying decision.
- Define your business’ objectives
- Define conversion events on your website
- Define key performance metrics to measure your success
- Collect data and assess about your campaign
- Optimize your campaign and repeat the process
Today I want talk about the first point “Define your business’ objectives”. It is important just like it is in any business to know where you are heading and setting goals to get there is an important practice in online business just as it is when running an offline business. Website analytics or “web analytics” means that you measure the metrics of your web site using a tool like Google Analytics to improve your company’s web presence. Setting realistic and attainable goals is a corner stone of the success of your web presence. So what do I mean when I say “Define your business’ objectives”? Have a look…
Define your business’ objectives - What is the goal of your business?
When I mean, “what is the goal of your business?” I am asking a specific question and it deserves a specific answer, something similar to this…
“To improve sales of our widgets by 15% next quarter”
Or
“To grow revenue from our online membership channel of our business by 300% over the next 18 months”
Or
“To continue to double search engine traffic from Google every month for the next 18 months”
When you define a business objective clearly it becomes easy for a web analyst to measure the success based on the goal or the outcome of an online marketing campaign. This is the first step in defining campaign process analysis and I will write the four follow-up articles on the coming weeks. Hope you enjoyed this one!
Luc
Comments
Got something to say?
