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IGN
Krish Purnawarman
Jakarta, Bali, Indonesia
My
mantra
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WEB
ANALYTICS
BACKGROUND
As
the Web continues to develop into a more strategic
channel and secures its position as the hub of
marketing and as online marketing continues to
earn a greater share of the marketing mix compared
to offline marketing, measurement becomes a more
critical component of every online marketing initiative
that’s launched. So it would be sensible
for online marketing professionals to leverage
the full power of web analytics to prove and improve
their overall contribution to their organizations.
Online
companies who establish analytic measurement achieve
greater returns. So online businesses has to consider
using web analytics toward improving its web channel
and overall marketing results. Apart from the
marketing division many people in other divisions
within companies – from executives to developers
to staff can benefit from the insight analytics
data have to offer, if these people are given
data/information they can act on.
KEY
POINTS THAT SHOULD BE CONSIDERED
After
reviewing several analytics packages such as Webtrends
7.1, Omniture Sitecatalyst 12, Websisdestory v.2.5,
Coremetrics 2005 and click start I can conclude
that these elements are the needed elements of
a good web analytics package
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User
interface - flexible calendaring, dash
boarding templates.
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Indicators - Easily export to Ms
Excel and other third party products, distributes
reports to the people in the organization on a timely
basis, sharing reports, configuring a need to see
basis report.
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Site Analysis – all analysis
function which somehow ties traffic towards leads
or sales conversion, grouping of pages into client
defined content categories, presents scenarios and
fallouts in a defined path, channeling or funneling.
Showing path of a specific segments or a group of
users, user demographics and behavior.
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Merchandizing analysis –
grouping products into hierarchy, analyzing cross
selling items, tracks search terms, segment users
based on product browsed, abandoned etc.
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Marketing Analysis – track
various marketing campaigns results and group them
and its criteria, differentiate between paid and
natural search and other forms of marketing, search
terms used by users that’s tied to leads/members
conversions, evaluates lifetime loyalty etc.
6. Third Party Partnerships & Integration –
works with other third party products for import
and exporting data.
For
short comparissons ive managed to include 2 analytics
applications here
- Omniture
Site Catalyst 12
- Webtrend
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