Way beyond vanity metrics.
Enterprise The web is still at the heart of most digital marketing practices. So web analytics is just as important as it’s always been. But while digital marketing has evolved into a complex dance of channels and interactions, many organizations are still looking at web metrics the way they did ten years ago.
Reporting visits and measuring page views isn’t enough anymore. To really take advantage of the power of the web, you need to measure customer pathing, traffic sources, content effectiveness, and video engagement. You need to know more than who’s coming to your site. You need to know why. To know the best page or product to show them. What they’re looking for and how one interaction will impact all the rest. And you need to know now.
Because the web is central to most digital experiences, web analytics plays an important role in answering these questions. But to really know all this, web analytics can’t live in a silo. Real insight comes from putting web data together with all your other channel data and understanding them together.