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Web analytics 'among the ways' marketers can add value to campaigns
08/02/2011
Research has revealed that web analytics is one of the ways in which marketers can add value and improve the effectiveness of their campaigns.
Web analytics are among the ways in which marketers can improve the performance of their campaigns, a survey has found.
Research carried out by the CMO Council found that marketers are continuing to look for support for their decisions in "every facet of the go-to-market process".
This includes making use of tools such as web analytics and other platforms to help improve various aspects of online marketing, including access, delivery, content and relevancy.
Donovan Neale-May, CMO Council executive director, commented: "Having greater visibility into market dynamics, better knowledge of customer behaviour and intentions, as well as more effective competitive tracking systems is heightening the requirement for new levels of 'Market Sense-Ability' across the organisation."
The study added that improving the marketing process is closely linked to the implementation of such tools.
Meanwhile, research published by the Franchise Update Media Group earlier this month revealed that an increasing number of franchisors are turning to web analytics, particularly to determine the success of online recruitment drives.
Posted by Jane O'Leary
Research carried out by the CMO Council found that marketers are continuing to look for support for their decisions in "every facet of the go-to-market process".
This includes making use of tools such as web analytics and other platforms to help improve various aspects of online marketing, including access, delivery, content and relevancy.
Donovan Neale-May, CMO Council executive director, commented: "Having greater visibility into market dynamics, better knowledge of customer behaviour and intentions, as well as more effective competitive tracking systems is heightening the requirement for new levels of 'Market Sense-Ability' across the organisation."
The study added that improving the marketing process is closely linked to the implementation of such tools.
Meanwhile, research published by the Franchise Update Media Group earlier this month revealed that an increasing number of franchisors are turning to web analytics, particularly to determine the success of online recruitment drives.
Posted by Jane O'Leary