Analytics are essential for understanding what’s going on in the world of digital advertising wthether its is display advertising, search engine marketing or social media activation. Its a key to mainstreaming digital marketing into the larger organisation.
Web analytics is a term meaning the findings of the impact of any activity on a website & on its visitors. Large number of big companies and others who have ecommerce system in place and online publishers use various types of web analytics software to measure such fundamental details as how many people visited their site, how many of those visitors were unique visitors, how they came to the site (i.e., if they followed a link to get to the site or came there directly), what keywords they searched with on the site’s search engine, how long they stayed on a given page or on the entire site and what links they clicked, when they left the site, bounce rate and value of the visit against the$ they spent (ROI).
Online Marketing Paradigm shift
Top KPIs for Analytics
- Market (reach, competition, benchmarks, trends,etc)
- Attraction (lead generation, channels, etc…)
- Retention (bounce rate)
- Behavior (top content, relevancy)
- Loyalty (returning prospects & clients)
- Conversion (subscriptions, contacts, registrations)