In today’s online marketplace, there are many people trying to “compete on analytics” to boost sales, drive online traffic, and increase brand loyalty. There are many books, videos and classes that offer extensive information. There is even a Dummies guide to analytics. Business Intelligence is the practical use for analytics.
There are very few industry compasses that can point you in the right direction. The right answer can lie outside of the online realm. There was a time when intelligent decisions were made by marketing pros using real feedback from customers. Customer surveys were valued. How valuable is the information given from customers who use your product? Well just ask Sam Walton, (WAL-MART). He fixed problems before his senior analyst ever got the QER (Quarterly Earnings Report) to the Board. He had in-sight into what his company stood for and where he wanted it to go.
Analytics offer data as in who was on your website? For how long? What did they read? Why they left? Where they left from? These, in most cases, are vital to the success of your online campaign. I will pose a question for you. What good is it to know this if they are not buying your product? Believing that you can translate analytical information is like a United Nations meeting without translation. All you’ll see are their reactions, but no explanation.
Imagine Fruit of the Loom starts spending millions of dollars on creating a new luxury brand to compete with Victoria’s Secret, and Fruit of the Loom signs a joint venture with 7-Eleven because analytics showed a 7% hike in the keyword “cheap clothing” from an ad they posted on Valentine’s Day offering a 15% discount on Men’s wear. Pretty silly isn’t it?
To turn a profit, the most important factor for your business is to know why people are buying from you. Analytics software can be bought relatively cheap; problem is that you become a data analyst instead of a business owner, taking on a new skill set which requires training and experience. Trying to master a skill without proper training is like a Chiropractor performing heart surgery on a French poodle because he’s involved in health care.
Hiring a company such as Optimum7 to do this will save you time and money. Letting experts bring you solutions before they ever become problems is the best way to go. If you need tips on what to look for you can go to our website for insight at www.optimum7.com
Remember when it comes to analysis, if you’re going to do it yourself, get online advice from groups, blogs, etc. before changing anything. You just might find your website getting traffic from the wrong demographic or more importantly, none at all.