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Statistics and Tracking

May 1st, 2009

Tracking is key! In the book “The 7 Habits of Highly Effective People” Stephen  Covey used an analogy of a woodcutter who was sawing for several days straight but was becoming less and less productive. The process of cutting dulls the blade. So the solution is to periodically sharpen the saw. That same line of reasoning can apply to both brick and mortar and online stores.

Many companies will launch different campaigns when it comes to marketing. They will try sending out emails to their current customer base, They will advertise in different places, both  online or in local areas,  some companies will cold call to generate leads, and others will launch PPC (pay per click) campaigns. All of these methods are effective “tools” for the job done. “Tools” however can lose their edge.

Tracking tools a very important to any website in any spaces. When using tracking tools also known as web analytics you can find out information such as where your customers are coming from, or how they are finding you in the first place. You can find out how long they stay on your web page and what they do when they’re there. You can also find out how many people visit your site versus how many people actually make purchases on your website.

With all this knowledge any business owner or marketing director can find out exactly where your customers are coming from and can focus on making that aspect more effective. In effect “sharpening that saw”.

Marketing also takes time, money, energy, and resources.  With these tracking tools companies also find out what just plain doesn’t work for you business and therefore know what is mot worth the extra time and effort.

I urge everyone to go online and try out Google analytics. Google Analytics is a free service with some tracking ability that all companies can benefit from. It is great for basic stats.After using a low end tool like Google analytics you should have an idea of what statistics are most important and from there you can step into a better solution.

In this industry knowledge is power and the know a company knows about their customers the better they will be able to serve them. Never forget to sharper your saw. It never hurts to have an edge.

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