Web Analytics
A recent Forrester Research reported on the importance of web analytics to evaluate marketing efforts. “Marketers interviewed by Forrester are hampered by staff reductions, constricted budgets, and widespread scrutiny on all spending. The bright spot in these dark times emanates from measurement technologies — where 21% of companies will increase spending this year. Web analytics offers an accountable method for evaluating marketing performance by assessing customer reactions, proving value, and predicting success.”
Grant Marketing strongly believes in an integrated approach and recommends web analytics services to track and refine the efficacy of marketing campaigns.
Google Analytics and other tracking software can track and analyze both your online and print marketing campaigns, you can determine where your marketing dollars are best spent. By using cookie-based tracking software, you're able to determine how many visitors come to your site and what pages they spend the most time on.
Analytic services track the following metrics:
- How many unique visitors your site receives daily
- Which keywords are responsible for driving sales and leads to the site
- What are the most effective referring sources to drive revenue
- Which marketing campaign generates the most sales at the lowest cost
- Which pages within your site result in the most profit
When Grant Marketing creates print marketing materials, whether it is a direct mail piece, brochure, or advertisement, we create a unique URL and corresponding web page. When customers visit this distinct link, we're able to track and report on this information. We use this tactic to measure the effectiveness of a traditional print advertising, email, public relations or direct mail campaigns.
With coordinated print and online marketing efforts clients can invest more in the tactics that yield the best results.
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