I Recently attended a Google presentation and learned more about their free Analytics offering. We’ve had Analytics on our site for a while, but hadn’t really ever utilized it very much. Due to some shifts in hosting and redirects and other IT mysteries, we weren’t even tracking the right pages. But fixing it was really simple.
Coupled with our recent increased e-mail push, and our organic SEO efforts, Google Analytics has been an excellent way to measure what drives traffic. And the tool is so easy to incorporate and use. I even added it to my personal blog (www.getout1.blogspot.com) to learn more about behaviors of my visitors.
The spikes when we blast an e-mail, add a white paper, or change content are direct and measurable. This is a good example of some our philosophy on Demand Generation – tie the pieces together BEFORE you go in-market. And give some thought to what success would look like, so you can figure out what metrics will matter to you. We set some goals – to balance our traffic sources, and to increase our Google search traffic – and we’ve been able to attain them.
If you’re not using this FANTASTIC and FREE tool, I strongly recommend you look into it.