Many people overlook a major part of online marketing, analysis.

Working out your return on investment (ROI) is imperative to see what marketing avenues are working and what aren’t. By doing this you can adjust your budgets to bolster the successful initiatives and reduce or stop all together the ones which are not.

In essence an analysis package simply looks at what combination of factors in the ‘deliver’, ‘seduce’ and ‘convert’ parts of the online customer life cycle combine to give you the best number of conversions, and also best quality of conversions.

The problem with analysis packages is that they quite often over analyse numbers and just serve to complicate things even more. The trick is to establish what you want from a commercial perspective and use only the figures which help you to channel traffic in order to reach that goal.

My personal favorite is Google Analytics, why? Well in my opinion Google Analytics its extremely simple to use, it’s free and integrates seamlessly with your site and things like Adwords. On top of this it allows you to easily set goals and track traffic by only giving you figures that matter in the real world. In later blogs I will go in to this in much more detail looking at things such as click through rates (CTR), cost per conversion (CPC), site stickiness and many others.

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