From web analytics to Experience Analytics

From web analytics to Experience Analytics: Quality over quantity

Discover how marketers can now understand what drives engagement and produces bottom line results, not what attracts crowds

Published By - WisdomPlexus

Prioritize Business Value Over Web Page Views:

What do your executives care most about? Getting more web page views or driving business outcomes? Your Analytics should be aligned with executive priorities.
Today, marketers face the same problems online as they did at the turn of the century when one of America’s great business innovators, John Wanamaker, made the oft-repeated statement: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
This is of course highly peculiar since in the digital world everything is measurable in the most excruciating detail. So what is wrong?

First, we should be measuring quality, not just quantity. But current web analytic tools aim to measure and increase the quantity of people coming to a website or other channel on which they’re engaging. Web analytics is all about measuring aggregate average quantities; for instance, number of visits, percentage of new visitors, page views, bounce rates, top assets downloaded, most popular entry pages, most visited pages, and so on. Second, we are not connecting the dots. Email is tracked independently from the web which is tracked independently from the mobile web, social media, mobile apps.

Today, marketers face the same problems online as they did at the turn of the century when one of America’s great business innovators, John Wanamaker, made the oft-repeated statement: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This is of course highly peculiar since in the digital world everything is measurable in the most excruciating detail. So what is wrong?

First, we should be measuring quality, not just quantity. But current web analytic tools aim to measure and increase the quantity of people coming to a website or other channel on which they’re engaging. Web analytics is all about measuring aggregate average quantities; for instance, number of visits, percentage of new visitors, page views, bounce rates, top assets downloaded, most popular entry pages, most visited pages, and so on. Second, we are not connecting the dots. Email is tracked independently from the web which is tracked independently from the mobile web, social media, and mobile apps. Third, we are comparing apples with oranges with bananas, and none of the quantitative measures say anything about how each “piece of fruit” is delivering against business goals.

Join to learn how to take control of what matters with Experience Analytics – Experience Analytics measures quantity, quality, and the relationship between the two. Quantity is everything you know from web analytics today. Quality is the level of commitment achieved by your customers ”“ a parameter you might not be in control of today.

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