As the CEO of an Interactive Ad Agency, I have been in the digital marketing arena for about 14 years now and it still boggles my mind when I read an article that highlights the lack of metrics use in the world. I have included a link to the full article at the end of the post but I wanted to highlight this particular quote: "Less than half (47%) of marketing professionals in North America and the U.K. recently surveyed by Alterian reported that they currently use analytics to measure on-line campaign results." Are you kidding me, how can you not use web analytics? It is like not having a scoreboard at a game or a speedometer on a car. Driving traffic to your web site without a control panel is stupid! Sorry to offend those of you that are in the majority, non web analytic users. Why would you spend money on SEO, email marketing, interactive advertising or even hosting services if you are not tracking what is happening on-line and on your site?
I guess maybe it is because it cost so much to implement analytics when doing website development! I barely could type that sentence without laughing - it can be Free and done in less than 5 hours! So I understand that a full blown deployment maybe more than you can handle, but no software cost, no usage fee and less than 1 day of effort to track what is happening on your website, seems like a no brain-er to me. Check out Goggle Analytics if you are part of the 53% that are doing nothing. If you are part of the 47% that are, what do you do with the information?
A good Interactive Agency should be making monthly or quarterly recommendations to improve conversion and a weekly adjustment to PPC spends (or even hourly) and a good Media and Advertising partner would be accountable to you for the results. Of course if you don't care about management, then I'm sure your agency is very happy to charge you without accountability.
Sorry about the rant, I was just blown away.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100692
I guess maybe it is because it cost so much to implement analytics when doing website development! I barely could type that sentence without laughing - it can be Free and done in less than 5 hours! So I understand that a full blown deployment maybe more than you can handle, but no software cost, no usage fee and less than 1 day of effort to track what is happening on your website, seems like a no brain-er to me. Check out Goggle Analytics if you are part of the 53% that are doing nothing. If you are part of the 47% that are, what do you do with the information?
A good Interactive Agency should be making monthly or quarterly recommendations to improve conversion and a weekly adjustment to PPC spends (or even hourly) and a good Media and Advertising partner would be accountable to you for the results. Of course if you don't care about management, then I'm sure your agency is very happy to charge you without accountability.
Sorry about the rant, I was just blown away.
| Fewer Than Half Of Marketers Use On-line Metrics |
| by Karlene Lukovitz, Friday, February 20, 2009, 2:02 PM |
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