‘Competitive Advantages With Engagement Analytics’ – ‘Marketing Land’ Article
John Paul Mains says, “In my previous article, I showed how marketing has transitioned to customer engagement. For companies looking to be successful using this new mindset, standard web analytics programs deliver very little value and could be classified as simply dead.
Ever since the origin of web servers that delivered our websites, web analytics has essentially been the same. Back then, we had raw log files that systems like WebTrends could parse through to deliver how many hits and visitors we had.
Of course, we have a lot more information available to look at now, but the majority of what companies use web analytics for has stayed the same for a long time.
However, this doesn’t work anymore, and if you’re still just looking at your number of visitors and what they are reading, you are losing”.
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