How To Measure Web Analytics On Specialist Platforms
The internet is now far more than a digital brochure for the few companies that can afford to have their own website
. It is the universal equalizer, where anyone with enough imagination, determination and innovative spirit can make history and fortunes.
Many of those fortunes and reputations are dependent on web 2.0 technology, the collection of tools and phenomena that allow heretofore unknown levels of interactivity on the web and include concepts like social media, mobile search and connectivity, microblogging, commenting, etc.
If you're going to put money into marketing in these channels, you'll want to measure their results - and web analytics are stepping up to the diversification challenge in internet marketing with a host of new tools that can be used to gauge the success of all different sorts of marketing avenues. Here we check out some of these leading tools and their capabilities.
Web analytics for apps
With the immense popularity of the iPhone, Google Android, Blackberries and Palm Treos, apps for these platforms are a niche development area that can net companies big exposure, plenty of customer kudos and big bucks. The popular puzzle game Trism has netted the developer $250,000, and a neat app called iSteam that allows users to write on their iPhone face like a steamed up mirror made $100,000 for a couple of 22 year olds.
Webtrends is one web analytics provider that offers 'boxed' app development for non-developers, and makes these apps measurement-ready to help identify improvement opportunities and business intelligence for the internet marketing and search engine optimization teams.
Web analytics for Facebook
When people talk about social media in 2010, they are talking primarily about Facebook, although Myspace and Twitter still have decent traffic figures and a dedicated user pool.
Webtrends Social Measurement is a web analytics application that allows you to identify and participate in conversations related to your brands and products, wherever they're happening. You can use the web analytics to listen, to engage with customers, to measure and analyze buzz and opinion, and therefore make business decisions. Webtrends also has a Facebook-specific web analytics offering.
Other web analytics providers also offer some basic social media monitoring tools; Omniture and Google Analytics are two.
Web analytics for Twitter
Twitter has a massive volume of very simple data to offer. You can use the professional inbuilt tools for social media monitoring that come within Webtrends, Google and Omniture for analyzing Twitter intelligence; you can also use one of several small, single purpose applications like Twitalyzer.
If Twitter is a big part of your campaign, you could consider these small single purpose apps in addition to a more complete web analytics internet marketing measurement package; if you simply want to get basic information on trends and conversation, use Webtrends or a similar program.
Web analytics for all the different types of diverse information on the internet can increasing be measured and implemented with a single platform. Choose a trusted, comprehensive software package for optimal return on your internet marketing investment.
by: Gregory Smyth
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