You know you're getting hits. You know you're getting clicks. But do you know how to capture, analyze and use that data to get a better ROI from your online marketing?
In a recent Industrial Marketing study conducted by ThomasNet and Google, results showed that most marketers are not fully aware of the behavior patterns of buyers when they're looking to source or purchase products. Currently, a disconnect exists between sellers' marketing activities and buyers' sourcing activities.
So what does this have to do with tracking and measuring your online marketing programs and website activity?
Tracking and measurement analytics are critical to helping you understand your online marketing ROI - to capitalize on what's working and fix what's not. Specifically, analytics help you understand how your customers and prospects are getting to your website and what they are doing once they get there. What general search engines (e.g. Google or Yahoo) or vertical destination sites (e.g. ThomasNet.com) are sending visitors to your website? What is the quality of visitors to your website? Are visitors to your website taking conversion actions such as requesting information, downloading product spec sheets, or sending you an email? And, most importantly, are visitors ultimately converting into customers?
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