Measure to Manage - WSI NetMarketing

Measure to Manage

Measure to Manage

Collect, analyse and react to data.

Author: Newsdesk/10 November 2015/Categories: Blog, News

Website Analytics is defined as:

" the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usage,"

Every business will review financial data to see how they are doing. Not analysing digital marketing is like not looking at your accounts. You cannot neglect the data as it could end up costing you money.

There is so much web data available, and most is collected automatically once initially set up. Sometimes it can be overwhelming and you may not know where to start.

The most important thing is that any data collected has the following three attributes:

1. Proper Quality

Whatever tools you are using to measure data, you need to make sure you're getting high quality data.

2. Accuracy

Your website and your data are specific so some analytics tools may require minor adjustments to make sure the data you are gathering is accurate.

3. Relevancy

Analytics should inform and be informed by business goals. Any data you search for should be relevant to you, your company, your website and your digital marketing activities.

Measurement starts at the beginning

From the very start, your business needs to determine what you're going to measure and how it will show whether you are improving or not.

All websites have a purpose. Tracking the basic metrics such as visitors, traffic sources and page views is important but it doesn't really give you impactful data.

When measuring the effectiveness of your Digital Marketing it can be helpful to consider the following:

Business Objectives

Websites can be categorised into various types. The goal of a Commerce website is to get customers to purchase directly from the site. A Lead Generation website aims to gain information to nurture potential customers. Content websites provide a stream of content to encourage repeat visitors. Finally, Support websites seek to provide customers with the ability to find their own answers and gather information they require.

Once you know what type of website you want you can start to identify achievable business objectives.


Goals are specific strategies or tactics designed to help achieve your business objectives.

Key Performance Indicators (KPIs)

A good KPI must be relevant and useful. Potential KPIs could be:

  • Conversion Rate: The number of conversions divided by the number of visits to the website.
  • Days/visits to purchase: How many days or how many visits does it take someone to make a purchase.
  • Loyalty: The number of times a visitor returns to your website.
  • Time: How long does it take the visitor to return to your site?


By segmenting data gathered you can understand the data and take quicker action. Example segments could be:

  • New vs. Returning visitors
  • Traffic Sources
  • Location
  • Device used to access the website


To gain any benefit from gathering data, you will need to assign numerical values to the level of success.

If you cannot measure something you cannot improve it. Focus on the factors that make the difference to you and your company, track them, analyse them and improve them.

WSI Digital Marketing Consultants can help define business KPIs, develop a Digital Marketing Strategy and provide Website Analytics to measure your Digital Marketing efforts. For more information contact us today.


Number of views (1405)/Comments (0)

More links

Please login or register to post comments.


Subscribe to our Monthly Newsletter


Berkshire Office

Unit 15a, Kingfisher Court, 

Newbury, Berkshire. 

RG14 5SJ


01635 71 55 55

Worcester Office

Wyche Innovation Centre, Walwyn Road, 

Upper Colwall, Malvern. 

WR13 6PL

01905 758034

Act Now

Take action on your digital marketing


Bringing understanding to your Digital Marketing


Call Us

Watch our latest video

Check out our news page

Register for our newsletter

Take a look at our testimonials and case studies