Analytics should run your eCampaign
I’m a metrics freak. I love analytics. Every tool I use has some sort of measurement figure that enables me to make good decisions that will have positive impacts and adapt to change. Analytics SHOULD run your eCampaign, not gut feeling or perception. The numbers are always right.
Let me give you an example. As you saw from my last post, content distribution is insanely important. The question is, where do you distribute your content? What media outlets to you most aggressively send your press releases? Is it based on that sites traffic demographics? Is it based on their traffic count? What is it based on?
Enough with the rhetorical questions. It comes down to this. It’s all, some and none of those. The solution you’re looking for is the site that drives people to your site AND to the pages on your site that are most important for them to see. We’ve heavily leveraged analytics in all our work. In one of the campaigns we are working on, the results are astounding. Of the three main competitors here are the monthly traffic levels:
Candidate 1: From 1/20/2010 to 2/20/2010 they had 185 visits to their website.
Candidate 2: From 1/20/2010 to 2/20/2010 they had 815 visits to their website.
Our Candidate: From 1/20/2010 to 2/20/2010 we had 1,610 visits to their website.
Recently we had a blog post on their site that received 218 unique visitors. That one blog post had 18% more traffic than Candidate 1′s site. How? Effective distribution that was identified through rigorous analytics. Our data was able to tell us what sites gave us the most referrals, which gave us the best referrals, which referred people to the pages we wanted them to view. We can figure out anything and everything via analytics. Whether it’s analytics on Facebook where we can independently measure click through rates or whether it’s on Twitter? It doesn’t matter because we have the infrastructure built to handle analytics on everything we do. Thanks to analytics, our candidate OWNS the eCampaign in his race.
The lesson here is this: Don’t just trust your gut. Don’t just trust perception. Trust the numbers because they justify gut and perception.
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