Amber's IMC Blog

Web Analytics is the term used to describe when marketers gather data relevant to a website’s performance (Bigby, 2018). Luckily for marketers, there are many available tools that help us to accurately gather, organize, and present that data (Bigby, 2018). The vast majority of these tools happen to be completely free of charge. One of the most popular platforms for the reporting and tracking of web analytics is Google Analytics. There is no surprise that this platform is in the top rankings as it provides so much relevant and useful information such as a website’s traffic sources, the number of new versus returning users to the website, the bounce rate, landing page report, and so on (Saleh, 2016). While Google Analytics remains at the top of the list for preferred web analytics tools, there are other alternatives that can be used. Some of these alternative tools are competitive to Google Analytics while others are complementary. An example of a web analytics tool that is a competitor...

Google Analytics is a “free product that tracks your Web site and gives detailed statistics about visitors to your Website” (“Week 4 Lesson”, n.d.). Google Analytics allows companies to track important data such as how people discovered your website, how long they browsed your site, the demographic and location of your site’s visitors, and so much more. When used correctly, the Google Analytics tool can help companies see powerful results such as an increase in conversions and an improvement on their return on investment (“Week 4 Lesson”, n.d.). Even with all of the amazing features that Google Analytics offers, there is still a way to enhance and extend the capabilities of the tool. One of the methods that marketers use to gain more from the tool is through “apps”, formerly known as “Solutions” (“Week 4 Lesson”, n.d.). The apps contain “in-product solutions that deepen your use of Google Analytics and accelerate your learning curve” (“Crowd Source”, n.d.). There are a multitude of ...

In today’s digital world, social media is everywhere. Whether using a computer, tablet, television, or cell phone, we are constantly connected to the world of social media. This means that we are also constantly connected to the world of marketing as many companies use social media as part of their marketing strategy. With billions of potential consumers across hundreds of different social media platforms, marketers must determine the best approach for a company to take in regards to its social media participation. Marketers must decide if they should place their focus on one platform or if they will use multiple platforms to get their messages delivered. The question is “how can these marketers determine the best approach?”.                                                   Figure 1: (“Why Academics Should Not”, 2017) Factors such as the type of compan...

A Click-through rate is defined as the “ number of click-throughs for a specific link divided by the number of times that link was viewed ” (“Week 1 Lesson, n.d.). The measurement of click-through rates is important because it can provide insight as to whether or not your website is performing well or poorly (Kent, 2018). A high click-through rate indicates that the current content being provided is valuable to the audience; however, a low click-through rate indicates that the current strategy should be reevaluated (Kent, 2018). Although there are many variations in what a click-through rate is based on what it is being used for (pay per click, email marketing, and so on), this blog post is focusing on the Web Analytics and Search Engine Optimization component. According to Kent, providing relevant content throughout each web page on a website is an important element of “capturing clicks” (2018). Based on Google’s algorithm, the higher and more organic the click-through rate the m...

A conversion is defined as “the number of times a desired outcome was accomplished” (Week 1 Lesson, n.d.). Because there are so many kinds of conversions, it is important for a company to determine what type of conversion they are seeking and who they are seeking that conversion from. For example, a business to business (B2B) company might consider a conversion to be a ‘web form submission, views of a marketing video, [or] white paper downloads” (“What Is A Conversion”, n.d.). On the other hand, a business to consumer (B2C) company might consider a conversion to be a “phone call, appointment, view of a map/directions page” (“What Is A Conversion”, n.d.).  The ultimate conversion is when a customer actually purchases your product or service. Unfortunately, in most scenarios a purchase is not made the very first time that someone visits a product page (Hammis, 2016). According to Hammis, a conversion can be considered as a “touch point” in the marketing funnel (2016). Once a co...