Web Analytics: It’s Not What Tool You Have, It’s How You Use It
By Anna Johnson on July 21st, 2008Good article by Bryan Eisenberg in The ClickZ Network. Bryan points out that the top web analytics tools have largely reached parity. They are, in other words, fairly similar in terms of their features, capabilities and benefits.
Which means the question for Internet marketers is no longer, “which tool should I use?” but rather “how will I use it?”
In fact, with a powerful tool available free, in the form of Google Analytics, there are no excuses for not implementing analytics. Having said that, implementing such a tool is equally of little value unless you do something with it.
Mr Eisenberg’s advice is simple. If you don’t have an analytics tool, get one. If you have one, get the most out of it. And getting the most out of it is a matter of following three steps:
- Operationalize the tool – make deriving and analyzing web analytics data an important part of your Internet marketing operations.
- Have a process that leads to action. Be ready to act – to institute changes – based on what the data is telling you.
- Analyze the data in order to gain an understanding of what is driving the behavior of your website visitors, leads and customers.
Source: Bryan Eisenberg, “How to Use Any Tool to Optimize Better”, The ClickZ Network, July 18 2008
