Traditionally, marketers have been burdened with the task of estimating the return
on investment (ROI) of advertising campaigns with little or no scientific way of
doing so. The impact and effectiveness of advertising media like TV, radio and print
is extremely hard to measure as there are very few ways of measuring how many people
are exposed to your advertising message and even harder to measure whether people go on
to become a customer because of your advertising.
Tracking
Internet marketing and in particular search engine marketing (SEM) has changed this.
Tracking technology allows marketers to measure how many people are exposed to a
particular advertisement, how many people were interested in this message and how
many were converted into customers. Tracking also allows marketers to fine-tune
advertising campaigns as it allows for A/B testing thereby maximising the impact
of advertising.
Analytics
Analytics extends this further by extracting huge amounts of data on people who
showed
interest in your advertising. When people are exposed to your advertising
on the Internet and visit your website, information like geographic location, the
number of pages they viewed, the time they spent on the site, where they left
the site, if they are returning visitors and what languages they speak is captured
by the analytics software. This information is vital for improving advertising campaigns
and redesigning websites and helps increase sales and enquiries.
Reporting
The wealth of data gathered by tracking and analytics requires accurate and clear
reporting. Marketing managers are burdened with huge workloads and are bombarded
with facts and figures. The need for reports that present vital data in a clear
and easy to understand format is essential. Key figures like cost, number of sales
and ROI need to be available in a timely manner.
WebPhase can assist you in implementing tracking and analytics solutions that will
transform your marketing activities and help your business grow. Our reporting will
also make the data gathered easy to understand and aid in making vital decisions
that will boost sales.
Contact WebPhase
now for more information regarding our services!
