The idea behind the Google analytics concept is that of website optimization. Briefly explained, this consists in maximizing the number of visits to one’s website, but also in studying the demographics and statistics that would help the website’s creator or manager in reaching his or her goals. Google’s presentation of this service explains that it is about “acquiring, converting and retaining customers” hence a priceless Web 2.0 tool for e-business varying from small to big business.
Google analytics is an invaluable free service for e-business websites because it allows for its profit maximization via marketing and statistical tools available at the user’s request. A perfect illustration of the marketing tools available is the Marketing Optimization section of the website, which determines the number of visits, the pages viewed per visit and the cities or geographical locations from which most visits originate.
Within the visitor statistics, the subsection entitled “visitor loyalty” gives an overview of the number of visitors who return to the website and their visit frequency. This in turn is also linked to the conversion rate of Google Analytics illustrated by its “Goal conversion tracking” subsection and its “conversion summary.” In summary, a conversion rate consists in the number of visitors that reach the goal set up by the website. In short, this goal is whatever the goal of the website is, thus ranging from membership registrations to downloads and product sales.
Although Google Analytics is a free service, it is sustained by the company’s patented technique of advertising called AdWords. According to Google, AdWords’s main innovative techniques are pay-per-click (PPC) advertising and site-targeted advertising for both text and banner ads. It also allows the targeting of groups on an international level as well as on a local or national level. In addition, it also allows the user of Google Analytics to exploit or maximize his or her campaign strategies by looking at the number of conversions that are due to the campaigns undertaken in the form of referral links (Campaign conversion) as well as the number of conversions with regard to the referral sources(Source conversion).
What is to be remarked with the geo-targeting of advertisements and its site optimization goals is that Google Analytics is a new approach to marketing. According to its creators, it is a “new cross-disciplinary approach” that encompasses the roles of executives, marketers, content developers, merchandisers and webmasters.
Google Analytics also distinguishes itself by the fact that it is a free online tool that is characteristic to Web 2.0. It allows implicit and explicit data to be managed for site optimization purposes; this, in turn, can be viewed as a form of collaborative filtering for it allows to optimize marketing strategies based on visitor data.
Nik Bhowmick
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