The Tool for Success

How do you know your company’s newspaper or radio ad was successful? In the offline marketing world, getting specific and accurate data about the success of any given ad campaign can be difficult and uncertain. In the interactive marketing world, however, there’s a data-driven way to measure and understand significantly more data than is possible with traditional advertising. It’s called web analytics, and it’s the quintessential tool smart companies use to track their interactive as well as offline marketing campaigns.

How It Works

Based on your business’s website operation and goals, E-Nor’s Google Analytics Authorized Consultants install the Google Analytics tool on your website, and then configure the tool to track data specific to your offline and internet marketing campaigns. This is done by setting site goals, filters, and additional marketing channel and visitor segmentation best practices. Metrics are planned and then uniquely tracked and trended for your site to measure a wealth of information:

• Events—such as visitors, page views, clicks, or transactions completed for any specified time frame?
• Which offline or interactive marketing ads (such as Pay Per Click) are bringing traffic, and how much of that traffic leads to a sales or goal conversion?
• How visitors behave on your site - are they engaged or are they abandoning the website?
• What pages are causing visitors to “bounce” right away and leave, and which pages are keeping their attention?

If appropriate, we can also filter the data to account for internal traffic, specific campaigns, and a number of other segmentation features.

The Potential for Analytics Data

We review the data gathered by the Google Analytics metrics at regular intervals and provide detailed recommendations such as:

• Which PPC and search engine keyword terms are not producing a satisfactory ROI and should be replaced
• Which offline campaigns are reaching your target customer
• Poorly performing pages that could benefit from landing page optimization

In short, web analytics, when expertly configured and reviewed by a Google Analytics Authorized Consultant partner like E-Nor give you all the information you need to make interactive marketing decisions based on scientific data.