The internet offers business –to-business (b2b) and business-to-consumer (b2c) marketers an endless array of applications to target, promote and measure success of prospect and customer engagement. The proliferation of new tools is interesting – and frankly hard to stay on top of. But in some cases, some of the best products aren’t even being used. In countless conversations with prospects and clients I am amazed at how many of them gather web analytics data (whether from web server log files or page tags) but don’t do anything with the data. If your website is an important part of your business, you owe it to yourself to look at your analytics data.
How is your website traffic trending? Which geographic regions are you getting hits from? What are your primary traffic sources? What’s the average time spent on your best and worst pages?
Knowledge is power and even a cursory understanding of your web traffic will let you better target your key markets and create content that (hopefully) will improve your statistics. Other than the (minimal) time to set up the analytics software and logging in to review it every once in a while, what do you have to lose? Maybe... potential business.