Having a good grip on your website performance is great, but it’s not telling you the whole story. This video explains that where your traffic comes from is not only important, but also has implications on all the key metrics of your website.
- [Instructor] Having a good grip…on your website performance is great…but it's not telling you the whole story.…Where your traffic comes from is not only important…but it has implications on all the key metrics…of your website.…That's what we're going to discuss in this video.…Let's go to the Website Traffic & Content tab…of the exercise file.…Whether your traffic comes from search engines…such as Google or Bing, from social media,…your emailing campaigns, partners, or paid ads,…all your visitors will have access to the same content.…
But based on your strategy through each of these sources,…we're not going to attract the same people,…which means that we shouldn't expect…to see the same results.…In our example here,…we have most of our traffic coming from search engines…and a smaller number of visitors…coming from ads and social media.…When you look further down, you can see, in this example,…that there are no conversions from ads…and that social media and search engines…have the same number of actions taken.…
- Evaluating marketing's business contribution
- Analyzing results vs. vanity metrics
- Extracting raw data to build dashboards
- Reducing human errors
- Analyzing marketing activities
- Linking actions to business impact
- Analyzing your account database and contacts database
- Analyzing paid ads and social media
- Using a common framework to analyze marketing activities
- Analyzing individual marketing activities over time
Skill Level Intermediate
1. The Marketing Cycle and Business Contribution
2. Analyzing Marketing Activities
3. Improving Marketing Performance Using the Natural Selection Process
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