"It's like going to a 3D movie without the glasses."
That's from Ian Schafer CEO of Deep Focus.
Some context?
Using the same measurement tools for web as for traditional marketing (how do you define engagement?)
Don't limit the success of your digital marketing by limiting the analysis. It all starts with understanding what purpose your web site plays in your overall marketing strategy.
While that sounds simplistic and encourages a "DUH!" Hang on...
Too many organizations are trying to put everything they know on their sites. It becomes a dumping ground for organization clattertrap. (you used to store this in cardboard boxes in an off-site storage unit.)
Even though they have access to analytic tools -- no one bothers. The plethora of data seems complicated and confusing.
The most difficult barrier to an effective website is content. Once the content is active, it's analysis... what are you doing to integrate your web site into your strategic plan?
digital round table for marketers and communication experts
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