Benefits of Web Analytics

In my previous post on Web Analytics (Back to the Future), I mentioned that more companies are embracing Web Analytics. Web Analytics involves TQM, testing and incremental improvements. Whether you are a Web Analytics Company in Toronto or you are an in-house Web Analytics Manager, you will need to work with so many stakeholders in order to successfully implement and manage a WA project.

Marketing Department
Marketing department can benefit Web Analytics as it helps track the marketing campaigns, customers, measure conversions and return on investment. Web Analytics can help improve segmentation, increase conversions, measure and maximize ROI.

IT Department
The data that Web Analytics can offer the IT team (e.g., 404 pages, resolutions, browsers, type of connection) can help them improve the website performance.

Online Merchandising
There is always room for improving a site, its merchandising and processes. Together with usability and WA teams and with running multi-variable tests, online merchandising team can improve the merchandising efforts to maximize the conversion rate.

Customer Service
The site design and marketing campaigns can have a huge impact on the customer service and call center. Web Analytics can help improve customer service and call center efficiency while providing feedback to web design and marketing teams.

Nima