It’s mindboggling to realize with Google Analytics – social reports just how much information you can access about your customers and site visitors if you just take the time to look. No wonder digital advertising has taken off. While traditional print media (as we discussed in class last week) still has the potential to reach a consumer who may never have gone looking for your site (or something related) on the web — it can’t come close to providing the kind of realtime, aggregated feedback.
The potential for commerce – particularly most small businesses that would never have the resources to hire consultants to help analyze their transactions and effect of marketing – is staggering. YET, those small businesses will still need the skillset and time (the latter of which is often lacking for small businesses) to fully grasp the capability of such software. PLUS the Analytics work hand-in-hand with mastery of the Google SEO schemes – another daunting prospect for any small business. And what good are analytics until you actually have eyes on a page? Which all leads back to SEO.
Google does a good job explaining the basics: Google 101: How Google crawls, indexes and serves the web.\ But I still anticipate for the near future, there will be extraordinary potential for web professionals to provide services to businesses needing to leverage the web. It’s like the placement specialists of old, whose job it was to get their clients’ product on the grocers’ shelves. Anyone may be able to build a web page in the 21st Century, but only those manufacturers who meet the specifications of Google’s store and master the execution will ever get displayed.
- How much do you share with a client whose website you’re trying to improve? Do you show them how to use Google Analytics and risk they stop using you? Or do you trust that the scheme is so overwhelming that they’ll always want to pay someone else to keep track?
- What is the threshold for hiring inhouse web analysts vs. consultants? Benefits, detriments?
- I’m not clear on whether – at the free level – if Google Analytics breaks down sponsored ads versus organic referrals (or is it mute because once you buy Google Ads do you get access to more tools?)