Search & Internet Marketing Campaigns In An Economic Downturn
It is very common for a business to run multiple search & internet
marketing campaigns for a similar marketing objective, therefore it is
important to understand the overall performances of a website and its
campaigns, including the conversion rate, click through rate, bounce
rate, traffic volume, traffic sources, etc.
To achieve an in-depth understanding of the various performance
metrics, a Web Analytics tool with comprehensive features should be put
in place. This allows a business to determine its website's
performances, identify successful campaigns and compare & adjust
different campaigns to meet its common marketing objective.
The importance of web analytics will continue to increase, especially
in the year of 2009 where new concepts such as Universal Search,
Intent-Based Search and Behaviour-Based Search start kicking in.