Topic 11 - CRM and Analytics

The Salesforce video below is light hearted, but it is also a promo for one of the largest CRM companies in the world and the message is good.

What are web analytics?

This is the tracking, collection, recording and analysis of data which is used to help increase business results. Various tools are available on the internet to track data with the three main areas being;

-Aggregated: this is all traffic

-Segmented: subset of traffic

-Individual: single visitor

Define in relation to a website -

Objectives: These are aligned with the strategic outcomes of a organisation.

Goals:The defined actions that visitors should perform on a website.

KPI's (Key performance indicator): A metric that indicates whether a website is achieving it goals.

Objectives: Offer choice, Speed of access, be the first search engine used.

Goals: To keep growing, To stay one step ahead of competitors.

Your customers in some ways now manage you, what you need to do is lead your customers to you and you can do this through several marketing techniques. Social media is dramatically changing how we connect, share, and collaborate with all people including the end consumer. Social media must be embraced to engage in new ways with customers, employees, and everyone that matters to your organisation.