I have become a great fan of Web Analytics and its importance for business community in this web centric world, after reading the blog postings of Avinash Kaushik (also known as Occam's Razor). For example, his recent posting regarding top management buy-in hits the nail right on. I am yet to read his book Web Analytics - An hour a Day, which has received rave reviews.
Many passionate web consultants and lower level managers know about the importance of Web Analytics and how it can drive the ROI, but struggle to convince the top managers. Kaushik's 'embarrass them by proving the analytics' advise will help them to reach their goal of getting an ear from their executives.
I have recently started playing with Google Analytics and using Compete.com for comparing competing web sites. It provides tons of data to go to the top management. It also helps the independent consultants to go to their customers with authoritative data in hand.
At my office, we encourage customers of our LeadPro email marketing and lead management service to use these wen analytics tools to analyze the landing pages. There is no meaning in bringing the visitors to your website and allowing them to turn back on the same page. We are also exploring other web analytics tools such as Core Metrics for integration with our email marketing suite.
Any thoughts on this subject are welcome!
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