Tuesday, February 26, 2013

Crunching Numbers vs. Analytics

We talk a lot about ‘analytics’ in digital media. In fact, that’s one of the really cool things about the digital age, we can measure, track, and analyze every single visitor that comes to our site or receives our email pushes.
Ad4! Interactive was launched as the interactive web division of Ad4! primarily to take advantage of the KISS Metrics analytics package as an integrated feature in our web offerings. And while there’s more to it than just metrics, the metrics drive the SEO, the design features and certainly the copy and graphics. So what are we doing with all this data?
I’m afraid in most cases, we’re crunching numbers for the sake of crunching numbers. Especially here in North Alabama where we have more Ph.D’s per capita than any place in the U.S., it’s only natural that we would crunch the numbers way past their prime.
Analyzing the metrics to draw the proper conclusion is like most parts of social media. It seems easy on the surface, but it’s really difficult once you dig into the details. Looking at your analytics to see how many people visited your site, what keyword was most effective in getting them there, or what page had the highest bounce rate is easy. How do you use this information to make your site better and more importantly, to create better engagement with your customers?
It’s the phycology of the behavior that’s really interesting. Knowing how many people behaved in a certain way is one thing, knowing how to get people to behave in a certain way, is quite a different story. This is what separates effective campaigns from wasted money. 

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