You can’t manage (or grow) what you don’t measure.
Seeing the NYT headline “The Trail of a Clicked-on Ad, Brought you to by Google.” got me to thinking.
Companies and non-profits measure all kinds of things - unfortunately, they are often measuring the wrong things - or measuring as a method of control or even punishment (travel expenses, for example) versus improvement.
However, one place many people just flat forget about measuring - much less managing - is their “World Wide Office.” Nobody would construct, decorate and furnish a company facility that they never used or updated. Yet, this happens all the time in the virtual marketplace.
According to Jupiter Research, just 17% of the 250,000 or companies with at least $1M in annual revenue and a web site now use analytical tools and services for those sites. “The remaining 83 percent have been deterred by the cost of such tools, among other things. “And now here comes Google,” he said (Mr. Peterson of Jupiter).”
So - have you been paying attention to your web site? How many people visited the site this past month? Where did they come from? How long did they stay? What key words did they type in that found you? What pages did they visit? Answers to these questions and more, based on analysis of your web stats, can help you gain and keep business.
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