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How to Make Your Web Data Actionable
Getting more Web data but don’t know what to do with
it? You can figure it out with analytics.
As Web analytics gains momentum, the question
remains, “How do we make it actionable?”
Every marketer wants actionable data. And it’s there
for the taking—if you integrate your marketing/Web
analytics and move beyond mere traffic analysis.
So where do you start? In its white paper, "Impactful
E-mail Marketing," Bronto Software says a highly
successful strategy is to use Web analytics for
gauging the effective¬ness of your e-mail marketing
initiatives and determining optimization tactics to
improve your overall campaign performance.
Here's four things you can do with your data to help
make it actionable, according to Bronto Software:
1. Consider segmenting your opt-in audience to
create campaigns based on their current visitor
history and create dynamic content based on the
products viewed or pages visited.
2. Analyze your form abandonment to determine where
you are missing opportunities to increase your
conversion rate. Is there a specific field that is
causing the majority of your abandonment? If so, is
this a field that could easily be removed to grab
additional low hanging fruit?
3. Are there popular paths that you haven’t
incorporated into your e-mail marketing campaigns?
Do many of your visitors travel from one specific
path and yet you don’t include those links in your
campaigns?
4. Review how your offline and online channels work
together.
---Source: Reprinted from Multichannel Merchant Magazine's List and Data Strategies April 21, 2008 newsletter.
www.multichannelmerchant.com.
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