In an earlier blog post, we provided an introduction to Google Analytics. This follow-up post shows you how to uncover some interesting insights when you take a deeper dive into the analytical results. It also points out the importance of looking beyond the surface and include trends, comparable data periods and benchmarks in your analysis.
You can’t manage what you don’t measure. This is an old management adage that is even more important today as there are so many more ways for customers to engage and interact with you – and most of these channels are digital. Which channels are the most important, what do they want to do, what information do they need, which messages resonate with what audiences, what do they want to do, and are you spending your time in the right places?