A 360 Degree View of Consumers Using Site Analytics
February 02 2010 by Tiffany Blosser ~ 0 CommentsAlthough this article is slightly dated, the message holds true; however, one could only hope that marketers and businesses didn’t wait until this past holiday season to realize the value in site analytics.
With today’s society moving online, new and better ways of measurement are emerging. Now measurements are more than just estimates. A world that once relied on the potential of a specific media vehicle reaching a particular audience is moving to a world with the ability to track consumers’ behavior online.
Site analytics is not only useful for tracking the number of visitors to a specific page, it also shows what they clicked on, how long they stayed, at what point they left, and much more. Tracking consumer behavior on a particular site now leads to better site management. Marketers are able to tell what’s user-friendly and what pages users aren’t accessing.
In the world of retail, site analytics is a dream. The number of views and visitors is important, but the ability to track who spent how much, on what and when, gives much more detail into a consumer’s psyche. This information is especially pertinent to retailers, who can now build a better relationship with their customers and begin to build a picture of each individual consumer.
Before a few weeks ago I never understood how useful this information could be. Now not only is it important to track behavior online, but as we move from a broadcast era to a conversational era, it’s just as important to track conversations. This is where social media tools and the ability to track what is being said about a particular brand come in handy.
Marketers and businesses should have been utilizing tracking analytics long before the holidays. In my opinion, I appreciate the efforts of marketers to better get to know me and understand my behavior. Now maybe with this technology and information, the days of spam and poor targeting to demographic groups will be in the past.
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