We recently added the Google Analytics tool to our website...we had used Webtrends before but found it to be too difficult and didn't really measure what we wanted. Google gets "it" and there measurement of page views even down to parts of the page are terrific. We had always wanted to quantify the ads on our website to see if they were really being used. With Google we are able to measure by ad which ones get clicked on for more information not just the news sales driven. Many of our ads on the website are more about the constant awareness of products than selling product at that specific moment in time. Google Analytics will be a great tool for us as we track those results so that when planning our ads by month for 2008, we will know what worked and when it worked the best.
We also recently did a site redesign and have found the redesign has improved the number of page views of our other services such as trusts and investments. The best part, Google Analytics is free. Check it out: http://www.google.com/analytics/
All marketers should live by the motto of measuring everything that they and not just focus on direct sales today...in the financial services world when members come to your website to log on to home banking, awareness is just as important as online sales.
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