Erik Simpson, partner and the creative director for San Antonio (US) based esd & associates, suggests four ways your web analytics can shape marketing strategy
Once you launch your website, people find it in their search results and visit your site. The web server is “watching” them, tracking how much time they spend on the site and which pages they visit. The web server sees the i.p. address of the computer the visitor is using to access the web, and it can find out where the computer is.

Data to dissect
The server will share all of this information with you in a website analytics report. Time spent and pages visited are just the basic facts. The server can report:
1. Unique users and repeat visits
2. Navigation behaviour
3. Usage data by hits, kilobytes and session
4. Landing pages, exit pages and files downloaded
5. Referral sites, search engine referrals and search terms
6. User location

Key performance indicators
All of this data is useful for evaluating and evolving the website design over time, but if you can interpret the data, it will tell you a lot about your products, your audience and your brand. These “key performance indicators” are not only valuable for assessing your web design – they can help you evaluate your overall marketing effectiveness, public perception and brand communication.

Your website structures your brand communication – it describes your company and engages your audience in a clear and organised manner. By observing user behaviour as it is revealed in website analytics, you learn a lot about your customers:

One: what they are looking for
Today’s shopper browses the web before they browse your aisles. Analytics can tell you what keywords or keyword phrases your web visitor used to find you. By charting the visitor’s path through your site, the reports can show you the customer’s thought process: “home improvement” to “tools” to “hammer.”

Two: where they come from
Knowing where your customers came from helps you assess the effects of your marketing initiatives. Analytics can tell you about the geographical origins of the servers visiting your site, but a more telling statistic is the referring site. If your website is well optimised, search engines will probably be the source of most of your inbound traffic. However, a more significant report comes from the other sites where the user found your link.
Direct address comes from people who type your url into the browser. If you have an active off-line campaign, including a simple domain name in every print advertisement, billboard, location sign, broadcast spot and business communication If you have an active social media campaign, you may find visitors drawn to your site by a tweet or post – particularly those that include your link.

If you have an active Internet ad campaign, either with banners or cost-per-click campaigns that include display networks, you could see results from all kinds of related websites. esd is currently managing a nurse recruitment campaign. We were startled to find an incoming link from “” until we discovered it was a site for traveling nurses.

If you are an active blogger in your industry, and include your link when you comment on other blogs, you may find traffic coming in from those sources.

Three: where they “landed”
Not all of your traffic has to come in through your website’s “front door” – the home page. As you can see in the referring metrics, inbound links can come from a variety of sources across the web. Since many of those links originate with your own marketing activity, you can target your inbound links to various “landing pages” within your site.

You are targeting your customer on both sides of this technique – you are planting links in specific location (a pizza delivery Internet ad banner placed on a sports page) with an appropriate offer (the “Super Big Super Bowl Pizza Deal”) linked to a page you published on your site specifically to promote (with localised phone numbers and an online order form) the offer.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face


Leave a Reply.