I do a lot of ghost writing, which isn’t as mysterious as it sounds. Busy executives don’t always have the time to write their ideas into published articles for one reason or another. I’m able to collaborate with the executive and extrapolate their ideas and opinions and write in a voice similar to their own. Here’s an example of an article I did for EConsultancy in the UK. This was a very popular article, even getting some generous support from the almighty Google Analytics on their Twitter and Google + page – a great compliment indeed.

Marketing analytics: What Your Web Traffic Says About Your Business

In digital advertising, we have an uncommon ability to collect user data that’s superior to other forms of advertising data; particularly compared to what’s available in TV or print.

However, merely collecting the data can be overwhelming unless a marketing anthropologist can cut through the clutter and give meaning to what the data says about your business.

Here are some tips on how to give meaning to your website traffic or advertising response data.

Separate perception from reality

Often, a business’ perception of its customer is very different than the customer’s actual behavior. Fortunately, analytics can support or challenge your perceptions and help you build a profile of the customers that you attract.

For example, you can determine:

  • Geographic location – Pinpoint city, regions, states or country
  • Demographics and interests – Combine remarketing data with your site analytics to reveal age, gender, and special interests by category
  • Time of day: Do your users peak at certain times of day? What’s triggering this behavior?

Know if your traffic is real

Perhaps you’re seeing spikes of spam bot traffic hitting your site and generating false positives about your foreign audience.

High levels of traffic from Netherlands, Ghana, China, Russia and other faraway lands coupled with high bounce rates are likely an indication of bots hitting your site or gaming your analytics code to appear as a visitor, even if they’ve never been to your site.

The most common tactic occurring now is referral traffic sent to you from suspicious sites. Check your referral reports for names such as “Simple-Share-Buttons,” “Event-Tracking.com” and “Get-Free-Traffic.”

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