In his seminal and first book, The Four-Hour Work Week, Tim Ferris relates a very cool story about thinking outside the box (and how he was penalized for it). He says he had a phone room job from nine to five each day and was—as was everyone else—typically stopped by gatekeepers to the executives he was trying to reach. Something occurred to him though. He had observed many executives arrive early and stay late. He began setting his own hours and rather than the mandated eight-hour day he started working just one hour per day, between eight-thirty and nine a.m. and again from five p.m. to five-thirty. All the gatekeepers were gone, and he made more appointments with execs than anyone else in the phone room.
Tim recognized a pattern. Patterns, revealed, can lead to very effective strategies.
According to Wikipedia, “web analytics is the measurement, collection, analysis and reporting of web data,” for measuring web traffic of course, but also for market research and to improve the effectiveness of a website and marketing campaigns.
Special terms like “Unique visitors”, and “page views” scratch the surface of what we can understand and do with analytics. We can actually use analytics for on-site as well as many off-site channels, as often they combine. For example, we may determine someone responded to a postcard you mailed them and their next action was to visit your website prior to calling your office. It all can be evaluated and used to improve campaign effectiveness and efficiency, and maximize your return on investment (ROI). Important stuff; in fact, a lack of evaluation can lead some to abandon what might have been very profitable campaigns, or to continue useless ones into perpetuity.
Through analytics we demystify your marketing, and we’re great at it—we love this stuff.
No, not really.
We can know what’s going on across the web as well as evaluate a visitor’s behavior on your site and use that data to make informed decisions, maybe even arrive at innovative strategies like Tim’s!