Sublime

goal. If not, figure out whether you need to improve the site content, the design, or the merchandizing. Should you “sell” harder the value of repeat Visits to your audience?

With search dominating the landscape, at least for now, look for how much traffic you get for search engines (in your referring URL’s report), and then dive deeper into what keywords and key phrases send traffic from each search engine. This is a gold mine of actionability, specifically for search engine optimization (SEO) and, if you are big enoug

“What are Visitors actually doing?”

My experience has led me to conclude that a few powerful yet subtle elements work against you when you seek to exploit trends and patterns in your web data. Before you decide to pour resources into online predictive analytics, you need to recognize and address the challenges, outlined in the following sections.

We’re talking months of data, segmented for online and offline (then compare) and for various micro-segments of your online population. Super awesome.

You don’t have to despair about the limits of company tools. You can get more data by using free services like Compete, Google Insights for Search, Trends for Website, or the Fireclick Index.

Using the insight of traffic sources, you can then run controlled experiments to measure offline impact. You can focus on improving conversions for your campaigns. And you can identify the top five reasons Visitors to your site fail to complete their tasks.

choosing competitive intelligence tools. There are so many different ways of collecting data (panels, ISP data, company server logs, search log files, monitoring software, control groups, and more), and each brings a bias to the game. It is important you understand what you are buying.

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