Mine the Gold in Your Own Backyard

I would say Google Analytics is the most powerful weapon marketers have been given since the advent of the coded coupon in newspapers.

I am still astounded that so many people are conducting marketing on the internet without taking advantage of the extraordinary facilities offered by Google. Drayton Bird, Direct Marketing Legend

The web allows you to watch and measure every interaction a customer and potential customer has with your website. It really is a marketer's nirvana.

The tools to do this are usually free or inexpensive, unfortunately most online businesses are not taking advantage of this amazing goldmine in their own backyard.

While such tools can spew forth a torrent of data and reports, what is always lacking is the business intelligence to turn such data into meaningful intelligence.

Something you can act on.

Some action that you can implement to get a result.

Turning analytics into business intelligence is a key part of what we do.

If you know what people are clicking on, or not clicking on, you can adjust your website, your budget and marketing tactics accordingly.

If you don't know what your customers are doing on your website, then you may as well be burning your money.

Not only can analytics tell you what your customers are doing on your website, and which marketing campaigns they came from, it can also tell you how much each campaign is costing you and how much it is making you (or losing you.)

Such knowledge gives you unparalleled opportunities to tweak your marketing performance for maximum results.

If you can’t graph it, chart it or measure it, you can’t improve it.” Tom Peters

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