The Old Farmer’s Mascara

Here's a nice summary from the people at The Conversion Chronicles on the subject of why web analytics should be an essential part of online marketing. For the full aricle click here

Finding Your Audience in the Age of Web Analytics

Marketers have always grouped their target audiences into different types of people based on various criteria. For instance, they might group people based on their age, gender, or geographic location. This is so that they can begin to figure out who the best type of person is to market their product to. A young woman living in Paris will obviously buy cosmetics more frequently than an 80 year old man living on a farm. The marketer’s job is to figure out the differences between the people she is marketing to and position her product accordingly. What I’ve begun to notice is that businesses

Name:Email: HTML: Text: are still not grouping their audiences effectively because they haven’t changed their thinking to match the way current Web analytics technology can help them. How Web Analytics Can Help Most Web analytics tools can segment or filter a website’s visitors based on certain criteria, at a general level – much the same as marketers do it now. For instance you can set up your Web analytics tool to view how visitors from a certain country or city act on your website as compared everyone else. You can (by using registration data) determine gender ratios, product/service interests, and actually record behavioral differences between different types of audience. Returning to our cosmetic example, if our Parisian lady had logged into her favorite cosmetics website and given them all the data she had been asked for (name, address, age, interests, survey information etc), you as the website owner could aggregate the data across all your registered visitors and use your Web analytics tools to segment them into groups. You could then present offers to the right people. Our lady might be interested in a certain type of perfume along with thousands of other registered users to your website. It means you could send a tailored email to them because your Web analytics tools have told you that these particular groups of users buy a lot of this kind of perfume. This is very valuable information to know but also the hardest type of information to get. Registrations require that the visitor gives you the information at some point in time and it’s often difficult to obtain. It works though. It’s why companies like Amazon are very successful because they know so much about every customer or registered user that goes to their website – and can present products which match the interests of each visitor. full article...

For help setting up web analytics as an integral part of your online business contact us at www.ju2.com