Driving traffic to a website is tricky.
Mastering the multitude of strategies that exist to generate said traffic can be even trickier. If you've invested time and resources into developing your SEO strategy and maximizing your social media impact, wouldn't you want to know if your efforts are working for you and not against you?
Web analytics is extremely important to fully understand how your marketing efforts are being received by your target audience. It gives you a chance to make the necessary changes to optimize your overall plan of action before too many of your resources have been spent, allowing you to get the most out of your investment.
Here, the leader of Mediacurrent's Digital Strategy department shares an overview of what analytics is, what it does, and how it can impact your company as a whole.