2010: Metrics, Metrics and more Metrics
When I visit a client to start work one of the first things that I do if to take a deep look into their web analytics. All too often I find that custom campaigns have not been set up or that the real features of the web analytic software have never been used. That maybe about to change.
Marketers are
being held more accountable for every dollar they
spend according to recent data from eMarketer.
Metrics are going to be key but those metrics are
also going to have to show a better ROI. A click,
for example, on a banner ad is not going to cut
it in 2010. Now it's about cost per targeted
action. Engagement and number of follower on a
Facebook page does not mean a hell of a lot if
you can't measure how many of those followers
became customers or are staying brand loyal.
Even making sure your website loads quickly is
essential to a good visitor experience
(click to enlarge)
I really like a deep dive into web analytics
because they can tell a story of how you
customers are thinking about your brand and
products. If your analytics are set up correctly
you can even segment how different segments are
using your website to get the information they
want. All too often though marketers don't take
enough action, in the form of optimization of the
website, to integrate what they learned from
their web analytics.
One of the best
tools that I use is CRM Metrix.
They have
pop-up surveys, test vs. control, that can
actually show the impact of your website on
consumer behavior. With their dashboard you
can see how consumers rate everything from
your content to your navigation. Remember your
site is about them not you and it takes a
skilled marketer to integrate business needs
with consumers wants.
Marketers are going to demand better metrics in 2010 but really good marketing people are the ones who can have the data paint a picture of what consumers want and act on it quickly without having a ton of meetings.
