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Web Analytics

Analysis of Internet data for understanding and optimizing web usage.

Websites tools:

  • Google analytics
  • Yahoo web analytics
  • Adobe Omniture site catalyst
  • Click Tale
  • Alexa and Quantcast

Social tracking tools:

  • Hootsuite
  • Buffer
  • Social Mention
  • TweetReach
  • AddictioMatic
  • IceRocket
  • AddThis and ShareThis

Google analytics is free and everybody's using it 🙂 You can see keywords that bring traffic, you can track actions and generate reports.

Who is my target market?demographic data; geo-targeting
How can I grow sales?setting up and managing conversions
What are my competitors doing differently?Google trends; competitor analysis
Am I making the best use of my resources?in-page analytics; acquisition reports
What are my best networks to communicate with?referring sites; social data; most valuable links

A/B testing

  • only test one variable at the time
  • tests must be run simultaneously
  • gather enough relevant data
  • know what you want to test (location of your call to action, text, button color...)
  • try to automate


  • realtime understanding of your website performance
  • understanding of the costs and benefits of your marketing efforts
  • the ability to optimise campaigns before they begin or while they are ongoing
  • reaching full potential
  • allows you to shape your overall digital strategy to ensure maximum impact
  • best digital marketers use data to make informed and educated decisions

Shaw Academy

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