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The value in web analytics comes not from the tool but from using the data it provides.
Web analytics can be an amazing driver of business performance when it's supplying insights that are used to inform business actions. For this, you need more than the technology, you need the people and the processes as well.
Let’s narrow our focus though to just the web analytics tool, whether a (technically) free solution such as Google Analytics or the paid solutions such as Adobe Analytics, Webtrends, etc.
So many companies say they are doing web analytics because they have a tool installed. Simply adding the basic page tag to your website is not enough to give you useful insights.
Twitter and Pinterest have experienced the biggest rises in revenue per visitor (RPV) over the last 12 months, though Facebook continues to dominate the share of social referral traffic to ecommerce sites.
These findings are from Adobe's first annual Social Media Intelligence report, which looks at social media trends based on data across retail, media, entertainment, and travel websites.
Here are a few highlights from the report...
Social media is a complicated landscape with several established and emerging social networks vying for our attention.
Yet the one constant in recent years has been that Facebook remains the undisputed king of social in terms of active users and time spent on-site – for the time being at least.
And this is reflected in the fact that on average businesses spend 41% of their social advertising budget on Facebook, compared to 18% on LinkedIn and 17% on Twitter.
But the split is even more extreme when looking at responses from agency staff, who claim that Facebook accounts for more than half (53%) of their clients’ budgets.
Only a third of businesses (32%) manage their display advertising exclusively in-house, compared to 44% for paid search and 52% for social.
The data comes from a new Econsultancy and Adobe report that focuses on the use of paid-for digital channels, namely paid search, display advertising and social.
For many companies, the buying of these media is been owned and managed by different parts of the business with responsibility for different channels also split across in-house and agency teams.
The report found that display is the most likely to be managed exclusively by an agency with social the least likely to be outsourced.
With so much attention now being given to 'owned' and 'earned' media, it's easy to forget that it is still paid media which command the biggest chunk of marketing budgets and where the stakes are highest.
However, despite the large sums of money being invested, new research by Econsultancy and Adobe shows that few companies are taking an integrated and cross-channel approach to paid-for digital media.
Personalisation is considered to be an extremely effective way of driving sales and conversions, with 94% of businesses stating that personalisation ‘is critical to current and future success.’
In fact data included in our Realities of Online Personalisation report shows that for two-thirds (66%) of client-side respondents, both improved business performance and customer experience are the main drivers for personalising the website experience.
However two new studies suggest that consumers aren’t blown away by personalised experiences online, or at least that’s their perception.
In a global consumer survey by Adobe 42% of respondents said they were ‘neutral’ about the value of personalised product and service recommendations online, which is as good as saying they either don’t care or aren’t aware of it.
In spite of ever-increasing digital ad budgets and declining newspaper revenues, people still think that traditional media outlets trump digital channels for advertising and credibility.
A new Adobe survey shows that global consumers still rely on family and friends (51%) and consumer forums (35%) if they want credible information on products and brands.
Traditional media, such as newspaper and TV, came in third with 28%, while company websites scored just 17% compared to 8% for blogs and just 3% for branded social media pages.
The fact that people trust recommendations from their peers above all else is to be expected as research has consistently shown the value of consumer reviews in ecommerce, however the disparity between traditional media and official company channels may come as a surprise.
It’s that time again when we present the finest digital marketing infographic we’ve seen this week and I’m pleased to say that this time round the winner is a friend of mine.
This infographic was created by our very own Matt Owen to summarise some of the findings from the new Econsultancy/Adobe Quarterly Digital Intelligence Briefing titled ‘From Content Management to Customer Experience Management’.
The report, based on a global survey of more than 1,000 respondents, is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).
New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.
The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).
Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.
Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.
But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.
The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.
The perennial business problems of budget and resource availability are the main barriers to adopting or improving testing processes, according to a new survey by Adobe.
Just under half of respondents said that budget (45%) and lack of resources (42%) were “very challenging” problems when it came to testing, while “knowing how to test effectively” is the third most challenging area (37%).
But these results are unsurprising when compared with the report’s broader findings.
The data shows that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, while a further 49% of respondents stated that testing is not a priority at their company.
Despite the massive growth in mobile traffic over the past two years almost half (45%) of businesses still don’t have a mobile-optimized site or app, according to a new report from Adobe.
Only 7% have built mobile apps and around a fifth (21%) have implemented both a mobile-optimized site and a mobile app.
There is no one-size-fits-all strategy for mobile and organizations need to devise their approach based on their business needs, but even so it’s surprising that so many are still relying solely on a desktop site.
The Adobe 2013 Digital Marketing Optimization Survey, with analysis carried out by Econsultancy, received global responses from more than 1,800 digital marketers across North America, Europe and Asia.