3 Web Analytics Tips for Traditional Marketers

I met many traditional marketers who are curious about web analytics; but, many of them find it very hard to get started. Here are three easy-to-follow tips to get started in web analytics.

1. Use the web analytics that suits your need. I’ve been asked for hundred times which web analytics software they should choose. If you are very new to web analytics, Google Analytics is a free software you can start with. I did see companies use tools from Omniture, but the only data they look at is number of users. Yes, Omniture provides great web analytics software, but what can an infant do with a BMW if he hasn’t learned how to walk?
2. Work closely with IT guys. Sometimes, a single line of javascript could scare traditional marketers. “Simply insert this line of code anywhere between…” is still like Bible to a monk. Don’t worry; work with your IT department closely to get the ball rolling.
• Ask them to help implement the tracking code. Tell them what you need to achieve/track and they would figure them what need to be done.
• Exclude all internal access data. If your website gets millions of page views per day, the access data generated from your internal staff and your different third party vendors may not matter; but, it often matters if you are in B2B business and you only get no more than a few hundreds page views.
• Test the tracking codes. You can never be 100% sure the tracking is well implemented without any testing.
3. Focus on the trends. Many marketers get themselves buried with huge amount of numbers; it’s really a waste of time if you don’t focus on the trends. Online trends can get you great insights and help you in your marketing efforts.

If you are very serious about web analytics, here is a web analytics glossary you can read to have some understanding in basic web analytics terms. Or, you can read this great good book, “Web Analytics by Avinash Kaushik“.

Read more on online marketing trends and strategies here.