Web analytics can help you create more valuable opportunities to dialogue with customers—both online and offline—by maximizing the Web's potential. More than a static sales and marketing channel, the Web is an ideal a way to gather information about your customers' preferences, research and shopping habits, purchase information, and so much more.
In order to make optimize these data points, marketers need much more than basic metrics. A combination of customized e-metrics, advanced analytics, testing strategies, and the integration of multiple data sources allow you to track the overall success of the Web as a channel and to create sophisticated and successful communication strategies. More powerful is the full-integration of this with other data to provide a 360-degree customer view across all interaction points and marketing channels.
With a comprehensive Web analytics solution, you can:
- Link Web site and brick-and-mortar store data to marketing tools that drive digital marketing methods such as e-mail campaigns, banner ads, and search engine keyword purchases
- Optimize Web sites and Web marketing campaigns by tracking conversion and clickstream on the Web site
- Recompose a customer's online experience to suit their specific needs by using all available data about that customer
- Maximize cross- and up-sell opportunities at other interaction points (call centers for example) with intelligence gained from the Web
- Add Web event variables to modeling for predicting customer response, incremental sales, and other behaviors
- Optimize marketing strategy by understanding how customers use various channels (for example, customers might window shop on a Web site and then buy items in brick-and-mortar stores); this activity could be further elucidated with the use of online market research
Digital Analytics Scorecard Our Digital Analytics Scorecard applies a proven methodology to analyze how your company is using digital analytics, ensuring that all campaigns are being tracked effectively through your Web analytics software. We conduct analytical reviews using comprehensive processes and criteria including:
- Web analytic tool review, selection and optimization
- Web site analytics (downloads, clickstreams, referrals)
- Email analytics (preferences, conversion rates)
- Online customer analytics (profiles, preferences, retention, loyalty)
- Campaign Analytics and Return-On-Investment (ROI) factors
Learn more about Harte-Hanks Digital Analytics services, Harte-Hanks Digital Marketing Scorecards and contact us to find out more about how Harte-Hanks can help you take advantage of your Web data.
