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Metrics, analytics help inform marketing

OCTOBER 3, 2011 – With the onset of new technologies and methods of communicating with consumers – such as social media sites and the tools that track activity on them – advertisers can benefit from market research and analytics now more than ever before.

“Tracking, measurement and metrics are all necessary and inevitable for marketing,” the Pedowitz Group says as part of a study it conducted to gauge how lead generation marketers use research and analysis to make more informed strategic decisions.

According to the survey, many of the marketers were combining their customer relationship management systems with their websites and marketing automation tools. By integrating these technologies, the respondents said they were able to fully demonstrate how their efforts contributed to overall revenue. Among all of those that Pedowitz Group interviewed, “Adopting a culture of measurement, and always pushing to find better ways to track, measure and contribute, was a shared theme.”

Whether a company is marketing to other businesses or is a customer-facing organization, social media communications can also be a useful way of driving up brand recognition and then measuring the effectiveness of promotional campaigns.

Twitter, for example, is getting ready to make its new analytical tool publicly available. The technology will allow website owners to determine how much of their site traffic originated from Twitter, and will also enable them to see how the content they publish is being shared across the network.

Another major player in the internet sphere has rolled out a new version of its own analytics service. IDG News Service reports that Google has released a fee-based monitoring service, Analytics Premium, which the company promises “offers better performance, more sophisticated features and broader technical support than the free product.”

The feature will give companies another means of determining how audience members respond to internet ads and how they receive content posted to websites.

“The decision may in part reflect the increased importance websites play in businesses, and the need for companies to closely track usage to fine-tune marketing campaigns, ecommerce initiatives and content strategies,” according to the news source.

Companies can benefit from these marketing analytics tools because they help shape their strategies for internet advertising and give insight into the best places to position ads, All Business reports.