Many organizations value the corporate or organizational Website; they understand it is an excellent communications tool and may generate some business. Unfortunately, many organizations struggle with how to incorporate and to what extent to incorporate, the Website into their corporate strategic planning. This goes for any size of business and government. The fundamental issue starts with the nature of the approach – which is thinking about the corporate website and how the corporate site fits in with corporate strategy. This needs to change. Read the rest of this entry →

The majority of businesses and organizations view the Web simply as a marketing channel and therefore focus on the two priorities of marketing – get and keep customers. Rightly so. If a business isn’t generating a profit then it’s a charitable organization, not a business. But the Web brings greater value to a business than just paying customers. A business has always had many audiences; employees, shareholders, analysts. They all add value to the business, just not in direct monetary terms measured as “sales.” But these audiences provide influence and brand value. Today, with the Web and devices that connect to the Web, these audiences have a whole new value level. Read the rest of this entry →

So you’ve made the decision to implement Web analytics. Or perhaps marketing is providing some colourful dashboard reports for use in management meetings, but you’re wondering about more than just campaign successes. Web analytics are your organizations best Leading Indicator for metrics and benchmarking. Read the rest of this entry →

There are a lot of Web analytics services out there, from free Google Analytics to paid for, installed-on-server software applications. You can have colourful dashboards and cut the numbers every which way from Sunday. But what about Social Media? There are not really any standards for basic Web analytics beyond the generally accepted Page Views, Bounce Rate, Unique Visitors and Click-Throughs. But even those can be hard to measure given how people come to a site now. When it comes to Social Media, how do you really know what to track? With the research and our (MediaBadger) experience, we believe the following are some starting points. Read the rest of this entry →