Will Scully-Power

5 ways web analytics can save the new aged marketer
June 14, 2010, 12:30 pm
Filed under: #mktgcloud, Datarati, Web Analytics | Tags:

In order to properly leverage Web analytics, businesses must look beyond isolated Web-site marketing and employ a multichannel marketing approach, according to a recent report by Forrester Research.

Targeting the professionals responsible for what Forrester calls customer intelligence (CI), the report details the use of Web analytics technologies to help fuel multichannel marketing effectiveness.

“Marketers still fail to realize the fullest potential of Web-based intelligence in the context of multichannel marketing,” writes analyst Joseph Stanhope in “How Web Analytics Will Emerge as a Cornerstone of Customer Intelligence.”

The report cites three basic reasons for this failure:

  • The overextension of CI teams;
  • the isolation of marketing responsibilities in channel-specific silos; and
  • the lack of an evangelist for Web intelligence.

Stanhope cites five reasons why Web analytics technologies can help close the gaps in cross-channel marketing:

1.) they’re universally adoptable,

2.) they provide rapid feedback,

3.) they deliver insight to the entire team,

4.) they offer substantial qualitative and quantitative customer data, and

5.) they link to other channels and activities.

The report contends, however, that simply applying Web analytics for site-level analysis no longer provides enough CI to optimize marketing performance.

Future Web analytics tools will still allow users to track page views and unique visits, but CI professionals will use the intrinsic characteristics of these tools to integrate data across sources and campaigns.

More:  http://www.destinationcrm.com/articles/CRM-News/Daily-News/5-Ways-Web-Analytics-Can-Save-Marketers-from-Themselves-67195.aspx


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