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Analytics acts as the eyes and ears for a website. It produces in depth information on visitor habits, providing an insight that would otherwise prove impossible.
It doesn’t simply track the amount of clicks a website receives; most packages will be able to analyse how they found you, which pages they visited, how long they spent on the site and the page they exited from. This data is extremely important in the ongoing management and optimisation of any website.
Google Analytics is a free programme that is favoured by many webmasters. There are numerous other packages available, but most will charge a premium for their services. All these analytics services work by embedding code in each page of a website, which is triggered each time somebody visits. It can track what they were searching for when they found you as well as their navigation and actions once on your site.
The statistics are formulated in a straightforward programme, which can then be used to track the progress a website is making on a daily, weekly, monthly or yearly level. It will help to plot the various peaks and troughs that a website will pass through during its lifetime, whilst helping to flag up potential issues.
To optimise effectively you require the data that analytics packages offer. Without understanding basic visitor habits you can’t ever be entirely sure where a website is succeeding or where it is failing. Therefore analytics will help your website by giving it a clearer direction and ensuring that it has the necessary focus for future development.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.