Analyze This – Why Using Analytics With Direct Marketing is a Smart Idea

Does your company gamble with your direct marketing strategy? Do you have any idea if you are connecting with the right customers or is it all a crap shoot? If you are not sure exactly how your direct marketing idea is working, implement an analytics program.

Web analytics requires a long view providing a memory of how your site performed on a given day. Precise, proficient analysis of your web presence is essential to be competitive in your specific market. The association between your website and a search engine must be measured and re-measured against strategic performance indicators. Direct marketing benefits from using this tool.

Web analytics is the process of tracking and improving the measurable results of any website marketing program. The idea is for analytics in helping to understand where traffic comes from, where they go, and more importantly the company’s return on investment (ROI). Otherwise you are simply wasting your money.

The Getaway Bed and Breakfast is a perfect example of how to use analytics to direct their marketing in the most efficient way. At first the idea of spending a lot of time going over even more reports was crushing to the management of the organization. Unfortunately for The Getaway, previous marketing campaigns had lukewarm results at best. Something needed to be done.

Their direct marketing was based on informing all and sundry about the amazing amenities and plentiful services the B&B had to offer. That type of marketing only succeeded in information overload. Instead of concentrating their advertising efforts on one or two areas at a time drawing in the most reservations, The Getaway tossed it all in the air hoping something would come up a winner.

After instigating a proper web analytics program, management found that the web page visited most frequently concerned romantic weekend packages. Repeat visitors were more apt to be from the northeast. Keyword searches were practically non-existent indicating they were choosing the wrong ones. Click-through rates were a shocking.08%. All this information and a lot more confirmed that the direct marketing The Getaway was using was ineffectual. They needed new ideas.

By combining testing and analytics, The Getaway was eventually triumphant in seeing a profitable return on investment with their new direct marketing ideas. They were no longer gambling with their marketing budget but instead using every cent wisely.

When it comes to implementing a marketing campaign or strategy, marketers want to know if the websites being used are attracting visitors and whether or not the investment is paying off. With web analytics, you can identify website trends and direct your marketing ideas with the right course of action. You will also understand how visitors interact with your website. You can identify the navigational bottlenecks that prevent visitors from completing your conversion goals.
Successful analytics happens only with careful planning, timely execution, persistent monitoring, and ongoing improvement of the results you achieve.

Next time you set up a website, remember not to gamble your company’s future business like you would a game of chance. Guarantee yourself a win by using analytics software.