Thu 6 Dec 2007
SES Chicago 2007 ‘Analytics: Data Into Action’ Rundown
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A Web Analytics package has the ability to supply detailed information that marketers have longed for since the introduction of advertising. Analytics provide the ability to track customer behavior from Search Engine keyword through shopping cart conversion. This type of data, if gathered and analyzed correctly, will aid in understanding what works and what doesn’t – allowing you to exploit the former and scrap the latter. Judging by the capacity crowd in attendance at the SES Chicago 2007 session ‘Analytics: Data Into Action’, this is no big secret.
This Search Engine Strategies session offered a short introduction for those new to Web Analytics before digging deeper into topics like conversion tracking and path analysis. The following is a brief, partial summary of important Web Analytics topics covered:
• The funnel path is an amazing tool; it essentially allows you to track customers as they navigate your site – find which pages are leading to conversions and which pages are causing potential customers to head for the exit.
• Web Analytics can be a great leveraging device when reporting to (often anti-tech) C-Level Executives.
• There’s no excuse for not using Google Analytics – It’s Free!
• All Analytics packages offer different types of reporting beyond the standard fare, don’t hesitate to use more than one tool.
• ClickTracks is generally revered by industry-insiders as the unrivaled champion of analytics solutions.
• Tracking conversions is relatively simple, yet many sites still aren’t doing it!
The wealth of information shared at the 2007 Chicago Search Engine Strategies Conference was outstanding. The event provided an opportunity to learn from the brightest minds in the world of search marketing. I found this to be one of the most informative presentations at the conference. The panelists are obviously passionate and well informed about Web Analytics – a point that resonated throughout the packed room. You would be hard-pressed to find someone in attendance that didn’t leave SES with a better understanding of Web Analytics.
