If you're not using a web analytics tool to inform and improve your digital marketing efforts, it's time to start. Information gathered through web analytics tools help marketers increase and retain website visitors, maximize revenues from advertising and eCommerce, improve click-through on email campaigns, increase search engine ranking, and measure attribution of user
activities to conversions. What are you waiting for?
The simplest form of web analytics is for monitoring website traffic to discover where visitors came from, what they did on the site, etc. More sophisticated web analytics tools can also calculate ROI based on campaign goals, provide more detailed information about users and their past behavior, and even monitor related user activities on social media sites that impact
Web analytics tools with varying capabilities are available at prices
ranging from free to tens of thousands of dollars. All of these tools provide web-based applications to analyze and gain insight into user behavior across different channels, including web properties, advertising, email, social and mobile. Choosing a web analytics tool depends on a marketer's specific requirements, level of sophistication and budget. The tool must provide the appropriate
abstractions to categorize and present the important information (and hide
unnecessary details) in an intuitive, user-friendly and flexible manner.
The most widely used web analytics tools include Google Analytics, Adobe/Omniture Site Catalyst, IBM/Coremetrics and WebTrends. A comprehensive evaluation of these tools is available at http://web-analytics-review.toptenreviews.com, and below are the main categories used in this evaluation.
Acquiring the right web analytics tool will have a huge impact on the success of a
company's digital marketing initiatives. By considering the above
categories and carefully evaluating various web analytics tools, a marketer can obtain
a user-friendly and affordable tool that provides comprehensive insight into
user behavior across a number of digital marketing channels.