Too many companies underestimate the benefits that making regular use of web analytics can bring, Microsoft has said.
Businesses must do more to incorporate web analytics into their online marketing campaigns, according to Microsoft.
Writing on the adCenter Analytics blog, Microsoft’s Mel Carson noted recent E-consultancy research suggesting that the bulk of search marketing investment is ploughed into managed pay per click, with the rest going towards search engine optimisation.
He called this weighting “disproportionate” considering that organic optimisation is a crucial part of managed search engine marketing campaigns and called for businesses to avoid a similar mistake when it comes to analytics.
Mr Carson emphasised the fact that a little investment in training an employee to get to grips with web analytics could result in significant savings further down the line should they uncover important trends in website traffic.
“Paid search is an incredibly valuable lead generator and marketing channel, but in order to build a better web experience for users we need to better understand their behaviour and then act – that means investing a little more time and energy into web analytics and SEO,” he concluded.
Analytics can help businesses to refine their website pages so that they offer exactly what internet users are looking for – DMNews recently reported Marshall Sponder of the Web Analytics Association as stating at the Marketing Association’s 2008 Digital Marketing Summit that engaging content is a must to increase consumer responsiveness.