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Analytics, Traffic and Website Statistics

Google Analytics
To get a bit more complex, we use the infamous Google Analytics for a more robust statistical analysis.  With Google Analytics, the website owner is able to really drill down into the traffic, setup element of traffic monitoring in order to optimize your traffic and learn to manipulate your site with hopes of controlling your traffic and visitors.

http://www.google.com/analytics/

The Dashboard information gives a great snapshot of how you're ranked with visitors over the last month. The great thing about Google Analytics is that you delve deeper (to what seems like endless metrics) into each piece to understand and target your traffic even further. A few other reports that I keep a regular eye on include: Visitor Report, Traffic Sources, Keywords, Content Overview.

Advertising ROI

Goals and Funneling - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55515
Track sales and conversions. Measure your site engagement goals against: threshhold levels that you define.

Integrated with AdWords and AdSense
Optimize your AdWords performance with post-click data on your keywords, search queries, match type and more. AdSense reports show publishers which site content generates the most revenue.

Complete campaign tracking capabilities
Track email campaigns, banner ads, offline ads and more.

Ecommerce reporting
Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your best revenue sources.

Cross Channel and Multimedia Tracking

Mobile Tracking
Track mobile websites, mobile apps and web-enabled mobile devices, including both high end and non-javascript enabled phones.

Internal Site Search
Understand visitor intent, find out what your customers are really looking for and speed up time to conversion.

Benchmarking
Find out whether your site usage metrics underperform or outperform those of your industry. Opt-in benchmarking compares your key metrics against aggregate performance metrics while preserving the confidentiality of your data.

Flash, video and social network application tracking
Track usage of your Ajax, Flash, social networking and Web 2.0 applications.

Marketing Lecture Page 5

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