[Last week, we shared some web analytics basics for small businesses or web site owners new to tracking website visitor data. Building on that, this post explores what you should do next to report that data.]
It’s an exciting time to be a small business owner or communications professional. Why? We’ve never had more data and metrics at our fingertips. Actually, we flew past merely having data to having real-time data.
Surprisingly some don’t initially like web metrics. Common concerns I’ve heard over the years include:
- It’s too confusing
- Information overload
- What am I supposed to do with all this data?
- Won’t all this tracking be expensive?


With more and more marketers jumping onto the social media bandwagon, a lot of questions come up. Is it possible to track metrics and ROI? What are other companies doing? Why isn’t it working? Being prepared to answer questions like these can make a difference in how a company interacts with social media and if they can succeed.
There’s a certain sentiment amongst many marketers that, “If you can’t measure it, it’s not worth doing.” While that perspective may not be entirely applicable to all online marketing, it certainly draws attention to the need for insight from measuring what we do to market, communicate, promote and influence on the web. The need to better understand the value and application of web analytics data as well as social media measurement is critical for companies that want to compete online.


What does Van Halen have to do with Search Marketing?

























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