There is a wealth of information being generated every time a customer browses a company’s website. But many businesses aren’t collecting that information, and those that are often don’t use it to better understand who is coming to their website and why.
That is a lost opportunity to segment your customers and create better content or products to engage them, according to Phil Kemelor, Semphonic’s vice president of strategic analytics. Worse, without Web analytics, executives could be making wrongheaded marketing decisions.
By tracking and analyzing how people interact with the site through information like geolocation, what devices are being used to read the site, and clickstream data, companies can get a clearer picture on whether they are reaching their target audience.
Semphonic has created a Web analytics road map to help companies understand the steps towards a comprehensive program.
In this interview with Celia Hamilton, conference producer for Data Informed’s Marketing Analytics and Customer Engagement conference, Kemelor discusses the data management foundation required to put together an advanced web analytics program and the steps a company can take to go from basic reporting to micro-segmentation and personalized marketing campaigns. (Podcast length: 17:29)
Kemelor is speaking at the upcoming Marketing Analytics and Customer Engagement conference. His session, titled “Getting a Grip on Digital Analytics: A Plan for Multi-Channel Digital Strategy,” will provide expert advice to help managers determine where they should focus their resources to develop a digital measurement strategy as well as how to leverage digital analytics to increase ROI from web, mobile, and social channels.
The Marketing Analytics and Customer Engagement conference is June 24-25 in Philadelphia and was created to provide marketing, sales, and customer support managers with the information they need to create an effective data-driven customer strategy. For more conference information, including the session descriptions, schedule, and speaker bios, please visit the event website.