Analytics

While sales is usually the acid test of any marketing program, there are metrics that indicate signs of success (and failure) that signal a need for change long before the absence of sales is too clear to be ignored.

Competitor Analysis is one of the more overlooked elements of web analytics. Sometimes there are reasonable search words and phrases that have so little competition that they are yours to "own". In fighting for rank, never overlook the low hanging fruit. This extends to the entire matrix of potential combinations of search words. This is a helpful guide, though not the only guide in search engine marketing. There are several other aspects that are essentially measurable that relate to the overall market.

One of the greater metrics, however, relates to who is visiting your site, where they are landing and navigating to. Usually visitors will let you track their IP (Internet Protocol) address. It is the IP address that lets you track the page landing and navigation. Some may let you leave cookies but, unless you have an interactive site, this can seem very invasive, even though most enable first party cookies automatically.

The overriding principle is that you can't control what you can't measure. If you aren't measuring it, you are merely guessing, and that is not usually a productive way to run a marketing operation.

Most important, always remember that the purpose of measurement is to guide you in effecting the most favorable outcomes.

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