I want to dedicate this one to Google. Yes, I know a lot of these posts seem like dedications to them, but they are ~80% of the global search market and the gold standard for paid search advertising.
By now, I hope most people are aware of Google Analytics. For us, it lets us take a marketer’s approach to site traffic. This isn’t information that is buried in the IT cave any longer. After implementing GA and setting up proper conversion funnels, you (or we) can see what traffic is doing at your site, where it came from, and what geographic (real world, not just Web world) location these visitors are in. Wondering how receptive Washington state will be to your new product offering or marketing piece? You can now easily see if you already have heavy volume from that geo location and plan accordingly.
But, lets now tie in our e-mail marketing campaigns, affiliate marketing campaigns, and social media campaigns. Google URL Builder lets you create custom URLs to places on your site that Google Analytics can read and track. So, create your ad schedule naming convention, create your links, place your campaign, and track what works and what doesn’t.
“David offers an incredible amount of diversity in developing marketing and sales programs, and has the hallmark of great managers - he asks questions and probes before devising a winning strategy.”
~ Business Manager, Miele 