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One of the greatest features of Digital Marketing is real time data analysis and modeling.
Using one of the numerous available software’s, Marketing professionals can/should develop customer profiles, determine customer desires and behaviours and merchandise price profitability, identify and build segmented database and conduct other in-depth analyzes.
Tracking and monitoring web site traffic using website analytics is essential for online strategies.
Internet Marketing its not just about reacting but acting with users or customers who come to your web site; understanding who they are, where they are coming from, and what interaction they had. Analytics can compile this information into comprehensive web statistics
Everything seems great unless online marketing professionals start using it!
Stan Rapp used to say that a good product is that easily available when customers don’t even know they need it. The secret is understanding.
It’s alarming that about 82% of the online advertisers DON’T measure online actions in any way!
Worse,
75% of those who use web analytics are failing to adopt a coherent strategy that ties in web analytics data with business objectives according to the Online Measurement and Strategy Report from E-consultancy and Lynchpin. Full report here.
Spend millions of dollars of your budget and not having a clue of what is happening?
Web Analytics data its proven useful for driving decision-making, but still isn’t being used properly, around 60% of web analytics users say that they use around 30% of total potential of data.
Why?
I’d risk to say that it’s not been sold properly internally.
It lacks real understanding of how to sell within a company.
If you are an Internet professional trying to implement online strategies based on behaviour and understanding of your subscribers/clients you need to first learn how to sell it internally.
Let’s define some points first:
1) WHY do you need to sell internally?
2) WHO do you need to sell to?
3) WHAT you’ll be up against?
4) DO you have different arguments for different departments?
Understanding your internal clients and different arguments with them is crucial.
Don’t’ talk to the Decision Maker the same way you talk/explain to the End Users
When you’re selling to Peers you need:
- Build interest and consensus within your organization
- Sell to the end users
- Focus on features, usability, rewards, etc
When you’re selling to the decision-makers
- Write a killer and short business case
- Keep your focus on ROI, costs and benefits in short and long run.
Thinking about the bottom up and top down approach will help you to manage and to implement your web analytics strategy successfully.
Cheers
Lucio Ribeiro
