It has always been a challenge to measure the effectiveness of any marketing plan. Almost 60% of marketers have stated that the biggest challenge they have is “measurement, analysis, and learning” according to a 2011 study by Unica’s State of Marketing.
The tool that works best are analytics, however, when the majority of marketers hear that word, they only think in terms of the analytics that measure the traffic, bounce rate, unique visitors, etc. such as Google Analytics or some other web analytics tool.
Even though web analytics are a source of data and insight to see how a marketing plan is working, it is only the technical performance. What most marketers don’t understand is that you need a richer data in order to understand your marketing campaign’s performance. This is something that you can’t get from web analytics.
Marketing Analytics vs Web Analytics
This is an area that GenStar Media knows best – just exactly what the differences are between marketing analytics and web analytics? Web analytics as marketers are familiar with measure page load times, page views each visit and how long a visitor is on a page. These are things that a webmaster needs to know.
Marketing analytics are people centric and measure the metrics of the business like leads, traffic and sales. It also measures which events, on and off the website, are making the most influence of visitors becoming actual customers. This includes data from your website in addition to your email, social media presence and offline events too.
In simple terms:
Marketing analytics feature your prospects, leads and customers as the focus.
Web analytics focus on the page view.
Marketers are better able to understand marketing campaigns with marketing analytics. With web analytics, they are only going to see their website’s effectiveness, which is important, but it isn’t the whole picture. Marketing analytics let marketers identify how their marketing initiatives such as blogging, email campaigns or social media work and which one is best for them. In other words, marketing analysis hold these things up to each other for clear comparison and you can get a better picture which is bringing you the highest ROI.