Using Engagement Analytics to Understand What Drives Customer Engagement

This post originally appeared on My Business Marketer. While it is aimed at small business owners, the advice it contains is just as useful to indie authors, who are, in effect, running a small business.

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I came across an interesting report a few weeks ago that offers an in-depth exploration into how to use engagement analytics to better understand what drives customer engagement with your brand and how you can use this information to improve your company’s revenue stream.

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For the uninitiated, engagement analytics give online marketers the ability to more precisely define those advertising and marketing initiatives that are the most successful in driving targeted customer engagement and generating revenue for the company. These analytics are invaluable when it comes to measuring aggregate average quantities, such as number of visits, most visited pages, time spent on each page, among others.

Knowing what’s driving whom is crucial information in the world of online marketing. After all, you can attract tons of traffic to your site, but if the traffic you’re getting isn’t the kind that is interested in the products or services you have on offer, your efforts are ultimately an exercise in how to burn through time and money. 

To get there from here, you need to drill down deep and mine the information recovered  for clues that you can then use to build subsequent successful marketing campaigns. 

Effective engagement analytics measurement will help you do just that as you zero in on three key areas: 

1. Traffic Sources. 

Sophisticated engagement analytics don’t just attribute traffic sources to the major search engines, such as Google, Bing, and Yahoo! Instead, traffic is broken down into paid, organic search, and organic branded search engine traffic (that is, traffic from visitors who included your company name or brand in their search term). This level of detailed understanding enables you to monitor what quality and quantity of traffic to your site is coming from which marketing channels so that you’re ensured that your marketing dollars are well spent.

 

Read the rest of the article on My Business Marketer. Also see: Use Statistics Counters In Managing Your Author Website, by Savvy Book Marketer Dana Lynn Smith.

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