Tips from the Trade - Competing on Web Analytics

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The online channel has been one of the more successful growth areas of business in these economic times and with millions upon millions of customers willing to use a most inexpensive channel companies stand to benefit from this growth in a big way.

This has lead to a slew of questions, such as:

  • How can companies reap the full potential of their Web channels in the context of the total marketing strategy?
  • How can companies fully exploit the power of the Web to build the brand to contribute to overall company marketing programs – not just add incremental sales as an adjunct channel?
  • How can you move beyond clickstream tracking and counts of page hits to deliver truly meaningful and useful insights?

An entire field of web analytics has emerged to sort out the answers, and this was the topic of a webcast hosted by SAS and the American marketing Association, bringing thought leaders together to discuss challenges and best practices in the industry. This paper brings together insights and highlights from that webcast together in an easy to read and understand fashion. Continue reading to learn more about how to compete on web analytics.

Feb 8, 2021
May 5, 2010
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