An Intro to Web and Email Analytics
Gone are the days of “set-it-and-forget-it” websites. Your digital presence needs to be viewed as a sales investment just as any other, with measurement and ROI attached. Those returns can be quite clear on sites built for eCommerce or other sales functions. For websites serving marketing functions, however, it can be more challenging. Driving ROI most often revolves around content marketing and inbound lead generation, both requiring investments in technology and ongoing content. And also requiring measurement and analysis of performance.
If you’re not yet measuring your digital marketing performance, web and email analytics are a simple first step. Your website performance can most easily be tracked by using Google Analytics, a free tool that lets you see group activity on your website. (Want to see individual activity of users on your site? For that you’ll need marketing automation software such as HubSpot.) All major email technologies such as Constant Contact, MailChimp and others provide you with data on the effectiveness of your email campaigns.
For an introduction to some of the terms associated with web and email analytics, see the video below: