Will Scully-Power

Best Practices for Integrating Search and Web Analytics Outlined in New Industry Analyst Study
November 4, 2008, 5:51 am
Filed under: Search, Web Analytics | Tags: , ,


Helps Marketers Make Sense of Search Data

Omniture today made available a JupiterResearch report titled, “Search Marketing and Analytics: Making Sense of the Data Overload.” The JupiterResearch study addresses online marketing best practices and the importance of integrating search marketing with Web analytics to achieve long-term return on investment (ROI) metrics and easier to track campaign metrics.

Tracking the effectiveness of their search campaigns was a problem for 45 percent of the marketers surveyed. Conversely, marketers using hosted Web analytics solutions are the most satisfied with their search ROI (70% of respondents). The JupiterResearch study states that marketers must evaluate the synergy between paid search and search engine optimization and that the performance evaluation of both these listings must come from Web analytics.

The JupiterResearch study highlights that hosted applications, like those from Omniture, offer marketers the greatest breadth of data and the greatest integration capabilities. It calls out that “as search tactics become ubiquitous and increased marketing dollars go to search engine marketing, marketers will require measurement practices to justify their expenditures. Additionally, as the campaigns (and organizations) increase in sophistication, marketers must go increasingly deep in terms of features and complexity.”

A free copy of the JupiterResearch study is available from Omniture at http://www.omniture.com/offer/105. All of Omniture’s complimentary guides and whitepapers are available at http://www.omniture.com/resources/guides.


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