Paul Koch, a Marketing Specialist with VigetLabs, delivered a
phenomenal seminar on Google Analytics to a packed house on May 5,
2011. The lunch-hour event, which drew nearly 60 attendees, was
tailored to suit marketing professionals across all industries – from
non-profit groups to for-profit organizations to individuals. Paul’s
creative genius and keen eye for data analysis gives him an edge in
real time market intelligence.
Paul Koch, a Marketing Specialist with VigetLabs, delivered a
phenomenal seminar on Google Analytics to a packed house on May 5,
2011. The lunch-hour event, which drew nearly 60 attendees, was
tailored to suit marketing professionals across all industries – from
non-profit groups to for-profit organizations to individuals. Paul’s
creative genius and keen eye for data analysis gives him an edge in
real time market intelligence. He’s detail-oriented and client-focused,
which allows him to meet the needs of his clients and share his wealth
of knowledge and expertise in Google Analytics with the public and
professional sectors.
Google Analytics is a powerful tool businesses use to analyze
consumer trends and to answer questions pertaining to client needs. At
its core, Google Analytics provides the ability to tabulate data from
real-time visitor clicks and visits per site using its In-Page
Analytics report and visualization data maps to track online clicks.
With over 75 percent of all businesses online, the need to keep real
time data remains at the forefront of all businesses.
In order to meet the needs of clients, Google Analytics helps
businesses keep taps on live data feeds in order to generate real time
data analytics reports to aid marketers and businesses in their
decision making process. One interesting feature of Google Analytics is
the multi-channels advertising. The multi-channel funnel feature
enables businesses to evaluate and measure real-time market performance
pertaining to conversion rate and conversion value in retrospect to the
number of impressions per click. With so many small businesses
utilizing SEO and social networking 2.0 to reach clients, the Google
Analytics advertising and marketing channels feature is paramount to
the success of businesses. Businesses can feel confident with their
marketing decisions and allocationof limited resources.
During the seminar, Paul discussed one particular key feature in
depth – the Google URL Builder Tool. This tool allows businesses to
send visitors to the URL by keeping track of the Source and Medium of
the ad or post. Viget Labs uses the example from their website:
content on Facebook and Twitter with a link to our description of our
monthly reporting services. For our Facebook post, we might specify Website
URL: www.viget.com/landing/reporting
Source: Facebook, Medium: Referral, Term:
(blank), Content: Nov-30-Post, Name:
Reporting-Ads. The URL builder tool then provides the following URL: www.viget.com/landing/reporting?utm_source=Facebook&utm_medium=Referral&utm_content=Nov-30-Post&utm_campaign=Reporting-Ads.
If a user clicks on this, he still goes to www.viget.com/landing/reporting—only
now Google Analytics knows exactly where he came from, (http://www.viget.com).”
Furthermore, marketing professionals can identify and keep track of
online Campaign and Traffic reporting through Google Analytics’ site
usage and goal completion metrics to determine which advertisements
performed well against the competition. If the data shows a trend of
under-performance or over-performance in key marketing campaigns,
marketers will then be able to strategically position themselves to
build better e-campaigns to maximize brand value through SEO and social
networking.
According to a survey conducted in September 2008 by Barlow Research of
680 small businesses, ranging in size from $100,000 to $10 Million in
annual revenues:
- 49 percent of small businesses currently have a
website - 13 percent of small businesses do not have a
website but plan to within the next 12 months - 38 percent of small businesses do not plan to
have a website within the next 12 months
Percent of businesses that have a website, by annual sales size:
- 45 percent have revenues of $100,000 to
$499,000 - 49 percent have revenues of $500,000 to
$999,000 - 69 percent have revenues of $1 Million
to $2.49 Million - 67 percent have revenues of $2.5
Million to $4.9 Million - 73 percent have revenues of $5.0
Million to $10 Million
The trend indicates a positive correlation between annual sales and the
percentage of businesses that have a website. As the number of
small to large businesses continues to develop intelligent websites to
meet the needs of a dynamic global consumer market, so does the
increase in demand for timely market research intelligence. With
targeted consumer profiles, businesses and marketing professionals can
work together to penetrate today’s consumer market through intelligent
profiling and market analysis. The Google Analytics training provided
its weight in gold to professionals and businesses; as a tool to help
marketing professionals and businesses develop targeted e-campaigns
through SEO and other online strategies. The future of tomorrow’s
businesses is slowly evolving where real-time market intelligence data
are uniting businesses and communities across vast demographic segments
in an unprecedented fashion.