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Straight out of the 2011 Texas Travel Industry Association Summit where the Get Smart Content team presented Capitalizing on the Top Trends in Smart Technology. We've uploaded the PowerPoint presentation to Slideshare so you can use it yourself and we included the infographic for you to share.
Web analytics have been growing in usage and business importance steadily since the middle of this decade. You can look at the launch of Google Analytics as a key event because it allowed for a free, web-based service from a trusted brand. The Wikipedia offers this historical perspective of the launch: “The Google-branded version was rolled-out in November 2005 to anyone who wished to sign up. However due to extremely high demand for the service, new sign-ups were suspended only a week later. As capacity was added to the system, Google began using a lottery-type invitation-code model. Prior to August 2006 Google was sending out batches of invitation codes as server availability permitted” Fast forward five years and here are some headlines: It’s reported that Google Analytics is used by some 57% of the 10,000 most popular websites. In my opinion it’s likely that measure holds form across the top
Jim Eustace spoke this past weekend at the AT&T Executive Education and Conference Center on how targeted content can be used by communication professionals as they try to engage a broad audience online but know that individual preferences and interests are what motivate people to take action. Some highlights: Define what action you want your site visitors to take. You can then use your existing analytics to create simple profiles of your website visitors. Write some basic calls to action and get started by testing. Learn what works and iterate. We received a lot of positive feedback on Twitter and in person. If you’re interested in learning how targeted content might work for you, make sure to tune into our next online training or drop us an email at Inquiry@getsmartcontent.com.
Have you experimented with the Google Intelligence functionality that has been added to your Google Analytics account? If not, you should. It’s simple to set up and it’s a good exercise in getting you think and hopefully act more strategically about your website analytics. Below the image of the Intelligence interface I outline two common traits that we see with brand marketers who use analytics and how Google Intelligence addresses one of them. Two Common Traits Whether they engage in commerce online or not, all marketers know that they need a website that communicates about their services and products. Most of these marketers know that they should be looking at their website’s analytics to learn about the behavior of their customers and/or people interested in their brand. However… 1.) The brand marketers who do follow their website analytics tend to do so on a scheduled and infrequent basis. The result
