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August 22, 2012
How B2B Marketing Leaders Can Transform Click Data into ROI Insights
By: SBI
It’s likely that your team is snow-blinded by click metrics. Activity means nothing without understanding how the clicks translate to acquiring new customers. In fact, sales leaders are tired of hearing about traffic stats when all they care about is if any of it is generating leads for the sales force. Refocusing your Web Analytics effort will enable you to drive results while setting the foundation to improve results.
Your company has likely implemented some level of web analytics through Google Analytics, Web Trends or Adobe Omniture. In addition, you are probably using a marketing automation system that tracks leads and viewing history. These foundations provide rich data input. Guide your team to build reports to measure the effectiveness of your Content Marketing and Demand Generation campaigns at driving leads.
Invest 5 minutes now to gain an executive-level understanding of web analytics.
Executive’s Guide to Web Analytics – Everything you need to guide your team to success.
Below you will find an executive definition as well as a ‘Why do you care?’ description for the top 9 Web Analytics insights to capture:
Internal Search Tracking
Visitor Source Tracking
Campaign Tracking
Multi-Channel Tracking:
Bounce rate:
Average Page Depth
Page Visit Flow:
Technology Type
A/B testing
Sign up here to get an expanded guide to web analytics. In addition to the executive summary above, the expanded guide includes guidance for your team to turn the corner on a measurement & implementation plan.
In addition, receive an executive Q&A with John Koehler, Director of Demand Generation. I’m offering 3 free assessments of your current Demand Generation web analytics tracking program. You can reach me here to discuss how you can improve it heading into 2013. Who should take me up on this offer?
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