The Importance of Measuring your Marketing

Millions of businesses, both large and small, leverage Google Analytics to gain insights into customer preferences and enhance their overall customer experience.

This presentation will look beyond this popular tracking tool to the broader role of web analytics in business. We will look at a framework for deciding what to measure on your website. You’ll learn about measuring ‘conversions’, which are when someone takes a desired action on your site. What counts as a conversion can vary depending on your business. For example, if you sell online, a conversation could be making a sale, but for other businesses a conversion could be submitting a contact form or downloading a PDF. Well-planned measurement gives you a feedback loop to continually improve your marketing campaigns.

Carolyn will share examples of her clients and how they have used analytics as a tool in growing their business.

Bio

Carolyn James is a web analytics specialist with 25 years in the IT sector.  Carolyn established Website Insights to help businesses to measure and improve online effectiveness. She loves unlocking data and showing people how it can be used in a systematic way to get better results from online marketing.