When I sit down at my work computer each day, I do a lot online. But one thing I don’t currently work on is web analytics. As I mentioned in a previous post, at the company I work for we have an interactive marketing specialist who is dedicated to SEO and things like web analytics. After doing this week’s readings, however, I now have a better picture of why web analytics are so important in marketing.
Since I only had a basic knowledge of analytics before this week’s readings, it was interesting to learn about the process, specifically what Google does, to measure web pages. I laughed at the term “Googlebot,” picturing some massive robot calculating algorithms and crawling websites for information 24/7. But in all seriousness, learning about the process of crawling, indexing, and serving results is very complicated, yet interesting. Just thinking about the advanced technology it takes can be mind boggling.
I actually talked with our interactive marketing specialist about how we use web analytics for our company’s website and social media to see what we are doing to capitalize on this technology. Based on our analytics each month, we can see what’s working and what’s not. It helps us analyze what we are doing right and should continue doing and what we should stop pursuing. When it comes to a marketing campaign, we often use analytics to see how an audience is responding to our marketing messages. Are they responding directly to a vanity url to get to a specific web page or are they clicking on a video to get there? With all of this being tracked through web analytics we are able to track our audience’s habits and interests and ultimately conversions, which are what it’s all about, right? Since we “sell” healthcare and not really actual products the way we measure conversions is a little different than say an online store, but if we can build preference that’s a successful conversion for us. How has your company or you individually used analytics to better plan for a marketing initiative? Or do you think after learning more about it this week, you’ll try and utilize the technology more in the future?
Does this scream “Big Brother”? To an extent, yes, but I think from a marketing standpoint it’s priceless. When used correctly, I don’t think there’s any issue with tracking people’s online habits and interests. I mean when you log online you have to accept that anything you do is in the public realm. At least I do. Do you think web analytics crosses the line when it comes to targeted marketing? Did it creep you out to learn web sites can track your every move and your habits?