Web analytics, web metrics, and how to use them to track and improve conversions

Get the whole team focused on things that should be measurable.

            There are enough measurable marketing activities to eliminate non measurable activities from the marketing mix.

Marketing Analyst

-         DBA resource

-         Tools

o       Excel

o       Google Analytics

-         Executing the marketing process with tactical team

-         Consulting with product marketing on data drivers

Process

1.      Identify funnel acquisition conversion points

2.      Establish baseline conversion rates for each point

3.      test and measure new elements

4.      Implement the new elements that beat baselines

5.      Repeat testing process for additional refines

Visits - established baseline – tried to improve it