It’s often difficult to get clients to invest in Analytics. From an overall strategy perspective, analytics does little to increase your web presence or website performance. But that doesn’t mean it’s not valuable.
Analytics fulfills two basic roles:
- To measure the success or failure of your web marketing efforts.
- Uncover issues that will provide the basis of further strategy.
On the first point, those that understand the value of analytics really get it. There is no success unless you are able to measure the results. Guesswork just doesn’t cut it. Without actually measuring your performance, you may still be able to “feel” the results of your marketing campaign, but you’ll never be able to pinpoint what it is that’s working (or not.)
On the second point, analytics can be used to help drive all your digital marketing efforts. By looking at and assessing the data, you can get a feel for pages that need to be optimized, changed or improved in order to get better traction with your visitors. And since you are able to see where particular efforts have failed or succeeded, you can use that to adjust course on your overall strategy, investing more in what works and fixing what doesn’t.