Analytics is a crucial component to successfully generating traffic to your agency’s blog and Website and inbound new business leads. But for many agencies, best practices for using analytics is little understood.
A good resource is the Interactive Advertising Bureau (IAB). Their IAB SmartBrief is one of the daily e-mail newsletters that I receive. It always has helpful information “what you need to know” about analytic practices, trends and research pertinent to your agency and your clients. It has been a great help to me and part of my daily online reading.
Here’s a sampling of some of the latest articles from IAB Smart Brief newsletter:
- What you pay for, when you pay for analytics. What Google analytics cannot tell you. There are limits to what you can learn from free analytic tools.
- Survey: The many frustrations of analytics. Marketers report a host of problems in trying to manage, verify and integrate the flood of Web data.
- The “coming revolution” in analytics, are you ready? Analytics consultant Eric T. Peterson says, “From where I sit we have seen more changes in the last 24 months than we had in the entire 12 years previous (my tenure in the sector) combined.”
- Next-gen marketers need digital skills. Young people may seem like social media mavens, and employers may expect them to be, but students need to learn how to exploit digital tools.
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