snippets from the guide   (Introduction ⇩)

(Introduction ⇧)

Marketers are often building cyber assets — websites, Facebook pages, YouTube brand channels and so on — because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.

It is crucially important that before you execute, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.

This guidebook will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.

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Web Analytics

Web Analytics
Exhibit  A Web analytics platform.

Web analytics is the analysis of the behaviour of internet users. It serves the following key objectives:

  • Monitor the health of a website — Track and measure web traffic to assess performance vis-à-vis benchmarks and metrics.
  • Improve effectiveness of the website in terms of conversion rates and other performance parameters by means of controlled website tests.
  • Improve effectiveness of elements of the marketing mix. For example testing/evaluating digital marketing campaigns.

Web analytics tools use information from logs, cookies and/or page tagging processes to segment site visitors and track their progress down the prospecting funnel, from leads to enquiries, enquiries to prospects, and prospects to customers. They track conversion rates at each stage of the prospecting funnel.

Widely used web analytics platforms include:

Though platforms like Google Analytics are very versatile and highly sophisticated, they are syndicated services with limited scope for customization.

Custom designed platforms such as the one depicted in Exhibit 1 are better suited for specialized applications. However, they do incur high development costs and are therefore advisable only for big platforms that can afford to develop and maintain them.

Web analytics is an ongoing process of improvement that comprise these cyclical steps:

  • Data Collection — Server (Web) Logs, Page Tagging.
  • Data Processing — Metrics.
  • Reporting — Analysis and Visualization.
  • Industry Benchmarks and Competitive Intelligence.
  • Optimizing.

This chapter dwells on each step to explain the web analytics process in detail.

Web Analytics — Exercise

Evaluate the PropLog property portal or your company’s website through web analytics. Pay attention particularly to the following:

  • What metrics should you use as KPIs for the website?
  • How do you define conversion for the site?
  • What conversion model is best suited for your business?
  • Set-up your own Google Analytics and Google Console accounts or ask your website developer to do so for you.
  • Is traffic (visitors) increasing or decreasing? What factors might be contributing to growth/decline of users, new users?
  • What proportion of users have visited the website more than once?
  • Which are the most viewed pages on the website?
  • Analyse the page duration. Are the current levels desirable?
  • Analyse conversion rates.
  • What do you recommend to improve the website’s performance?

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