eMedia Daily

Using Web Analytics to Drive Online Marketing Campaigns

ComputerWorld recently wrote about how enterprises are leaning more on web analytics as the foundation of their online marketing campaigns.

Phil Kemelor, an analyst at CMS Watch, a consulting firm that evaluates content management technologies, said the company’s survey found that many large companies are integrating Web analytics tools into applications like e-mail campaign software and keyword bid-management tools in the hopes of using them to plan, run and adjust Internet marketing activities.

However, he said, the Web Analytics Report also concluded that many workers involved in such efforts lack the expertise and training to use the tools effectively.

The article goes on to say that specific individuals should be identified within the company to serve as experts in using the software, and in data mining.

It raises an interesting question, relating back to our discussion about how web analysts spend their time: do you have enough staff and/or budget to have someone truly dedicated to data mining and analysis? Who does this fall to in your organization? Is it a web function? A marketing function?