Coming from an OFFLINE marketing background this article has got me scratching my skull.
Only one in five respondents indicated they have a complete handle on their conversion, marketing ROI, and revenue metrics. Twenty-three percent reported they don’t currently have any metrics, and 29 percent rely on clickthrough rates alone. Read the entire article at ClickZ Stats.
When I worked in the offline marketing world, every business I consulted was obsessed with marketing effeciency and measuring and optimizing their advertising efforts for ROI.
With web analytics, we now have access to better and more relevant customer data that many offline marketers could only dream of as little as 5 years ago. So why are so many lax, and ill equipped to milk their site metrics for better conversion, ROI, etc…?
Is it ignorance?
Are companies afraid of what they will learn?
If you just don’t know what do with your web analytics, well, that is an easy problem to fix.