Don`t get tangled in the Web

The information age in which we live dictates that every organisation in business is affected by the Internet, either directly or indirectly. Taken as a fact, it is then imperative that companies have the ability to track Web site statistics, perform traffic analysis and have access to effective reporting on the business Web site.

That`s according to Ross Weston, business development manager at Synergy Computing, the distributor of NetInsight Software.

"Web analytics is a burgeoning trend, since most companies have realised that they need to be able to move beyond measuring a Web site`s effectiveness through pre-configured reports and be able to manage a site`s success through investigative Web analysis," he adds.

Weston says analysis and Web site usage tracking are necessary tools for individuals performing a variety of functions within the company. "Marketing, sales and service managers need answers to questions such as how much of their `offline` business is influenced by the Web and their pay-per-click advertising? And what is the impact of their catalogue or direct marketing on Web traffic and conversion?" he explains.

NetInsight allows businesses to analyse Web traffic, online customer behaviour and Internet marketing initiatives in order to make fact-based marketing decisions that deliver success, says Weston.

"Using an analysis suite like NetInsight gives companies the ability to track issues such as how many people responded to a specific e-mail campaign, which Google keywords generate the highest conversions and what content drives the best revenue and leads for your sales force," he says.

Trek to the summit

00Days

:

00Hrs

:

00Min

:

00Sec

"This insight can be turned into immediate action, such as a follow up e-mail to an individual that abandoned a shopping cart, or a real-time call to an individual inquiring about a new product, thereby furthering your cross-channel marketing success," adds Weston.

"In effect, Web analysis allows integration of the company Web site with its Internet marketing."

Weston claims that while there are many analytics packages available, the majority simply assemble data, whereas NetInsight continuously monitors a wide variety of built-in and user-specified business objectives through configurable key performance indicators (KPIs), which can be analysed in a tabular or visual format.

Unique capabilities allow the user to streamline their analysis, including:

* Overlay heat maps that pinpoint the most and least popular areas on each Web page.
* Configurable KPIs that express Web metrics in the language of the business.
* Role-based dashboards that allow users to view key trends at a glance.
* Interactive visual reports which, when drilled, provide deeper metrics and detail.
* Scheduled and alert-driven report delivery via e-mail.

"Armed with this intuitive and comprehensive business information, users can effectively communicate Web metrics and create strategies that are responsive to individual behaviours," says Weston.

"Effective Web analysis allows businesses to gain optimal value from their investments in a Web presence while enhancing marketing and customer relations. Without Web analytics, your Web presence simply relies on guesswork," he concludes.