Marketing Strategy Column

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03-02-2016 The Awesome World of Data-Driven Decision Making (Web Analytics)

1.Offline world is not going anywhere.  Traditionally we need to collect data in different ways such as conducting a questionnaire survey, focus group interview for primary data.  Or we rely on research agencies to buy media analysis report or trend forecasting report.  These all take lots of time and effort.  Moreover it will limit to sample size and limited questions coverage for bias to introduce inaccuracy.
2.But the Internet is becoming central to every aspect of our existence.  It does not matter if you are a small-business owner, a politician, a mom or a student.
3.We have access to multiple data sources (quantitative, qualitative, and competitive).  We have access to an abundance of tools (free or paid) that we can use to ensure out web decisions, from the tactical to the strategic, are informed by data.
4.Those decisions may range from what content should go on which page, to how to purchase the right set of keywords for our search marketing campaigns, to how to find the audience with the perfect demographic and psychographic profile for our business to how to delight visitors when they get to our website.
5.Story : if I know you in size (e.g. your t-shirt), then I would know to better sell you lightweight notebook or tablets!
6.Marketer should use Web Analytics :
The analysis of qualitative and quantitative data from your website and the competition
To drive a continual improvement of the online experience that your customers, and potential customers have,
Which translate into your desired outcomes (online and offine)

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