Web analytics can play an important role in helping your organization achieve a greater ROI or competitive edge. By centralizing your data analytics function, you can respond to market changes more quickly and also make changes to your strategy and deliverables in real time. Bringing these operations in-house can also help eliminate redundant activities through a more cohesive, cost-effective process.

A wide variety of metrics tools exist today to help your company monitor its online performance. In addition to hiring a specialized SEM company to develop a range of optimization techniques, you may also want to take advantage of the services provided by Webtrends, Google Analytics or any number of less expensive pay-per-click solutions. Marketing platforms like Marketo and Eloqua offer end-to-end measurement and database integration systems or you may decide to use a mix of email marketing tools and tracking systems.

Once you define your program’s goals, an online marketing manager can help you establish the tools you need to effectively measure success. Whatever you decide, there are options to fit your specific needs and budget. Depending on the size of your company and the complexity of your online campaigns, you should implement a site tracking system that enables you to see the referring sources, number of clicks, bounce rates, and email opens, to name a few helpful metrics.

The Online Marketing Practive can assist you in the creation of the tracking and measurement of all online activates. Our consultants assist our clients with a ride variety of functions including:

• Developing, implementing and continuously delivering metrics and analysis to optimize online marketing strategy and specific online marketing campaigns
• Developes and manages conversion measurement methodologies and develop reporting for all online marketing activities
• Delivers effective and measurable components of all online marketing initiatives to ensure maximum business value and ensure alignment and integration with other online marketing activities across the enterprise
• Prepares for, responds to and coordinates project-related compliance/audit activities
• HBX and Omniture conversions
• Google Analytic installations