Tracking and monitoring

Tracking and monitoring involve the use of web analytics. It is the study of the behavior of website visitors. In a commercial context, web analytics especially refers to the collection and analysis of data related to a web site to determine customer and website behavior; for example, which landing pages encourage people to make a purchase.

Why is it useful for your company?

• Marketing impact: Analytics gives the ability to measure clear ROI impact per source of visitor.
• Product impact: Gives the ability to cross sell/up sell products. Also, major product continuation/removal decisions come out of analytics data.
• Website impact: With click stream analysis we can optimize the website for highest conversion, identify high performing and poor performing areas of the website.
• CRM impact: Analytics gives data on demographics and internet purchasing behavior of the consumers.

How do we do it?

• Setup analytics tools on the website. Initially, a free tool like Google Analytics can be installed and as volumes increase, more sophisticated tools can be deployed.
• Setting up proper tagging across all website pages.
• Setting up suites like E-commerce tracking, special activity tracking etc. on specific pages.
• Tiding over common confusions in the calculation of unique and repeat visitors.
• Helping in creating unique landing pages for accurately measuring effects of marketing activities.
• Analysis of daily data from the Google analytics and creating meaningful daily MIS.
• Generating actionable business intelligence from the analytics data.