Web analytics is based on the volume of visitor traffic and whether visitors stay on a page. It is a measure of attractiveness; it is not a measure of engagement, relevance, or action. As business and marketing managers we have to have a new type of marketing analytics. We need Engagement Analytics that show us how effective our marketing is, not how many visitors it attracts. We need to know how relevant our marketing is to our visitor’s needs. And we need to see where and how we can improve marketing for greater bottom line impact.

Web analytics has also helped create a headache for marketing managers. With all the channels of web marketing, web, email, and social media, we now have over 12 emarketing channels that need as many as 47 metrics to measure. What we really need is a short set of metrics we can use to compare effectiveness across these marketing silos. That short set of metrics would give us the power to make quick, accurate decisions on where to spend our next marketing dollar.

In this webinar you’ll see how you can use many free and commercially available analytics systems to create three new and unique web engagement metrics. These three engagement metrics make it easy to compare marketing effectiveness across channels and campaigns. You’ll also see how you to use these metrics to identify campaigns, landing pages, and website areas that create the greatest bottom line impact. (And just as importantly, which aren’t living up to their potential.)

This webinar shows how you can employ engagement analytics with industry-wide tools. At the end of the webinar a demonstration of Sitecore’s Executive Insight Dashboards and their new Digital Marketing System will show you real world examples of engagement analytics driving cross-channel marketing effectiveness.

    - Ron Person, May 2011

Download Podcast (audio only) or register below for the full webinar recording with video.