Decoding Web Metrics for Marketers- An Interview with Steven Goldhar Part 1

Sara Scurfield, Online Program Manager at Advantex Marketing International is an AIMS volunteer and blog correspondent. She sends in the following Q&A interview with Steven Goldhar...

Steven Goldhar is the President and Chief Technology Officer at Sundance Media. He is also a member of the SEM and Web Analytics committees at AIMS and will be one of the presenters at the upcoming Web Analytics event on November 30th at the Diesel Playhouse.

In anticipation of the event, I took a moment to ask Steven a few questions that give us more opportunity to learn from one of the trailblazers in the area of decoding web experiences, attracting and directing website traffic and converting visitors into consumers. Today, he will answer one of the questions. Stay tuned for a few more early next week.

SS: What is the biggest misconception surrounding marketers’ approach to using web metrics? How does it affect a marketing strategy?

SG: The biggest misconception, in my opinion, is not realizing the versatility of these tools in their ability to measure accurate bottom line performance amongst all types of online marketing and many offline traditional media. Web analytics tools were initially created to assist in the optimization of search engine marketing campaigns. The measuring methodology used will isolate and track every aspect of a paid search campaign from the referring traffic source details, through every step of a user’s session and right through to a unique final action taken. It will then tie all of these items together to explain the whole story behind a series of user choices and actions taken along their journey. Ironically, this is just the tip of the iceberg in terms of how it can actually be used the same way for so many other types of marketing campaigns.

Imagine being able to measure the cost or revenue associated with generating each sale or lead through a website, side by side, apples to apples generated from SEM, SEO, an email campaign, referring website, affiliate program, blog, toll-free numbers, print campaign, mobile marketing, radio, television or billboard ad.

How much of your current advertising budget do you think is really driving your bottom line? 50%, 70%? You may be very surprised with the results. Whatever the amount is, those marketing dollars can either go back into the coffer or redirected to campaigns and media that produce better results and higher returns.

More from Steven Goldhar early next week...stay tuned!

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