Web analytics: The brains behind online marketing

Many large companies are integrating Web analytics tools into applications like email campaign software and keyword bid-management tools in the hopes of using them to plan, run and adjust Internet marketing activities, according to a new report. For example, some companies are using Web analytics tools to import results into an email campaign application that will kick off the next campaign automatically using rules based on results from the first campaign. But the report also noted that many workers involved in such efforts lack the expertise and training to use the tools effectively, and as a result, can't take full advantage of the tools. To avoid this problem, companies should decide which users will access Web analytics tools and should provide training and guidance to them. Also, evaluate the tools carefully, especially those they want to integrate with Web analytics tools, to determine their relative difficulty.

Read more about Web analytics:
- read the article at ComputerWorld

ALSO:
- read this on giving business intelligence and analytics their due
- and this on getting the maximum value from web site statistics