BUS572 - 2 Website Analytics: A Look Under the Microscope

Tracking: I Always Feel Like Somebody's Watching Me

There is more to a website than the information and pictures on the front end. Especially if your website is just informational and you are not selling anything, you have to have to have some way to track how many people are visiting the site, what they are clicking on, and analyzing important data to make your website more successful for the future. There are 2 ways to track website analytics data. There is log-file analysis and page tagging. They each have their own advantages and disadvantages. Some packages even have features of both. No matter what, tracking is important to eMarketing and staying on top of your website can affect a successful outcome.

Log-File Analysis and Page Tagging

Log-file analysis entails reading records and recording all clicks on the web server. Whenever something different happens, each new request, a new line is written. Log files are in a standard format so it is usually easy to change vendors. Page tagging is not as easy to change vendors. Data can be lost if the switch is made. They only record failed requests unlike page tagging, that records only successful requests. Page tagging reports on events (an action that has been recorded and time stamped by a browser or server) while log-file analysis cannot. Log-file analysis is more accurate overall because every, single click is recorded. Page tagging can be less accurate because of certain scripts that need to be supported and may not be. This will cause no information to be recorded. Log-file analyses are usually done in-house. This means less support from an IT perspective. Page tagging is done by third parties, so there is more of a support system in place in case any issues arise. Although they differ in many ways, they are both comprised of raw data that is being analyzed to come up with meaningful numbers. Measuring a marketing campaign is important as data doesn't lie.

You're Asking What I Learned?

As this GOMC project progresses, I am being exposed to so many different aspects of a website that I have never seen before. Ad Words is an amazing tool. Actually putting into practice what we are learning about is so effective. Creating campaigns, Ad Groups, ads and keywords is important to learn. I may have my own business someday and if I don't have a website, I am missing out on a lot of opportunity. Then when I get a website, I need to analyze. Dig deep into the raw data and make some sense of it. What keywords work? Which keywords do not? How much is my campaign going to cost me? What's my strategy? As a business owner, this might be a lot to handle. Guessing cannot be apart of a campaign. Research needs to be done and learning that now is extremely useful. Going into something with the knowledge of how it needs to be done is such an advantage. Many people are probably not aware of all the tools Google offers and why would they be? There is no one there telling them what to do. I can't imagine how much more there is to learn.

Looking Back

This class is harder than I expected. I am being challenged because I am unfamiliar with the new tools and features we are learning about. I have coded websites before and made them look appealing, but I never really thought about the data behind it. Impressions, clicks, click through, conversion, these are all important elements of enhancing a website. There is always data behind everything. I want to become better at Ad Words, like Sarah Peduzzi. Even though it might not be critical in my day-to-day job now, it could someday. Even creating a campaign as practice, after this class, would be helpful. Do you agree on the importance of this subject? Are you gaining as much from these classes an I am? Why?