Filed under: Research, Web Analytics | Tags: eMarketer, Loudhouse Research, Web Analytics, Webtrends
Research for Webtrends, conducted by Loudhouse Research, showed that 65% of managers believe better data analysis would help inform the decisions that drive sales.
“Most marketers know they could do more with the Web data they have to analyze how customers and prospects interact with their brands online,” said Karin von Abrams, eMarketer senior analyst. “But it’s hard to make analytics a priority when budgets are tight and resources already stretched.”
When asked exactly how to close the gap between analysis and action, marketers gave a surprising answer: people.
Around the world, 42% of online marketers said “more knowledgeable staff” and 23% said “more training and awareness.”
Only 6% cited the need for better data analysis programs.
This point of view was borne out by the fact that relatively few marketers rely heavily on analytics. Among the six countries surveyed, only in Australia and the UK did 28% of marketers claim to always use Web analytics. In the other four countries that figure was much lower.
Filed under: Web Analytics | Tags: Coremetrics, Google Analytics, SiteCatalyst, Tealium, Unica NetInsight, Webtrends
Tealium has announced the general availability of Tealium Social Media, a new measurement service for social media and online PR that’s tightly integrated into web analytics. The service is designed for marketing professionals who use social media and online PR as marketing vehicles to generate awareness and demand, and require side-by-side comparison with other marketing channels.
How does it work? Consider this scenario:
A visitor is in the market for CRM software and comes across a blog comparing various CRM programs. The blog mentions a number of CRM applications that the visitor had no previous knowledge of, including SugarCRM and NetSuite. Because of the great feedback in the blog, the visitor decides to go to SugarCRM by doing a search for “sugar crm” on Google. This leads the visitor to sugarcrm.com, where the visitor requests a personal demo.
With traditional web analytics, this conversion would be attributed to Google. With Tealium Social Media, the conversion will also be attributed to the original blog that started everything.
Tealium Social Media is a web analytics plug-in that is integrated into popular web analytics solutions: Google Analytics, SiteCatalyst, Unice NetInsight, WebTrends, Coremetrics, etc. This means you can get your social media ROI measurement directly inside your existing web analytics account.
Webtrends today launched their data warehouse capability. The WebTrends Marketing Warehouse™ functions as an open, standards-based hub for the analysis and storage of online and offline data.
This enterprise-scale data platform offers a published data schema and support for standards-based data exchanges, providing flexible integration of web data with virtually any other enterprise information source, application or system.
More: http://www.webtrends.com/AboutWebTrends/NewsRoom/NewsRoomArchive/2008/WebTrendsOpenApproachShattersWebAnalyticsDataSilos.aspx?WT.rss=rss
