Web analytics plays a vital role in implementing a proper online marketing strategy

Customers that engage with your content are four times more likely to purchase than customers who don’t. You could be leaving money on the table if you aren’t using web analytics effectively or if you’re working with a marketing automation partner who doesn’t understand the value of your data.

Data Informed, the leading resource for business and IT professionals, said in a recent article:

“Many email inboxes are bursting with commercial messages, and it only takes a quick click of the “unsubscribe” link to permanently evict those of brands that don’t cater to recipients’ preferences and interests. Marketers face an imperative to tailor emails using data they’ve collected about subscribers, including website behavior, purchasing history, and engagement with email.”

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Make sure you’re following these 3 basic steps to effectively utilize your web analytics.

HARNESS CROSS-CHANNEL DATA
Use all your data points – web behavior, click activity, service and purchase transactions, CRM leads – to determine the right content and cadence of communications for each consumer.

SCORE CONSUMER ACTIVITY IN REAL TIME
Update consumer scores as often as data is refreshed so your customers always receive the right message.

SEGMENT CUSTOMERS
Don’t pick and choose your customer buckets to know that your campaigns are performing, use behavioral targeting to segment customers correctly and reach more people with the right message.

It is 6 to 7 times more costly to acquire a new customer than to retain an existing one. How are you segmenting communications to give your customers the messages that keep them connected to your brand?