The Bigger Picture Of Web Analytics and Conversion Optimization

How it all fits together

Tracking, analysing and optimising are fundamental to any Digital Marketing activity. The Internet allows for sophisticated data gathering, so it is possible to track almost every detail of any campaign.

Most analytics packages can be used across all Digital Marketing activities, allowing for an integrated approach to determining the success of campaigns. While it is important to analyse each campaign on its own merits, the Internet allows for holistic approach to these activities. The savvy marketer will be able to see how campaigns affect and enhance each other.

The connected nature of the Internet has made it possible to reach out to far greater audiences, and for people around the world to interact, create and share. The same connected nature is what makes it possible for web site owners to track and analyse how users around the world interact with their web site, and to optimise it for those users.