A theme that will run throughout this marketing blog and a fundamental and founding principle in Marketing and in particular, Web Analytics, is that if you do it, measure it! If you spend time, effort and/or money on a marketing campaign, whether it be online or offline, then you should do everything in your power to track it’s success.
You can’t optimise what you don’t measure
If you don’t know whether a campaign or channel is successful in comparison to another, then how do you know where to spend your finite marketing budgets to maximise Return On Investment (ROI) and meet those ever important Marketing objectives?
I know half my Marketing budget is wasted, I just don’t know which half
A common ideology held by those who are not tracking and analysing everything they do. Without some form of Web Analytics, knowing which parts of your Marketing budget is being wasted is practically impossible to accurately answer, when driving visitors to your organisation’s website.
