Taking Marketing Beyond the Marketing Department: Web Metrics

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If there’s one thing that I’ve realized since enrolling in the WVU IMC program it’s that IMC is most effective when it runs through the veins of an organization. I hope this series of posts will help you gain buy-in for your marketing efforts across you organization and I hope that you’ll comment and share what is working for you, or what you’re having trouble with.

You can gain a great deal of information from Web metrics and there are many ways in which Web metrics can be used “outside the marketing department.” I wanted to share two things that worked for our organization and encourage you to share your stories.

Which app comes first?

The ID card office on our campus was faced with a challenge. They had the opportunity to develop a smartphone app, but didn’t know which one would be the best choice for the initial launch. When we got together with the department we discussed the possibility of doing a survey. A simple smartphone poll on Facebook would have provided us with preliminary information to make our decision. We have had success with surveys on campus, but we didn’t want to over-survey our audience.

As a solution to the issue, we analyzed the Google Analytics of our overall Web site and the pages that are specifically dedicated to the ID card office. From the information provided in Google Analytics we could see the numbers of viewers that accessed our content on an iPhone or Andriod phone. Using Google Analytics was faster, easier, and provided more information than a survey.

Screen shot 2015-02-12 at 9.08.01 PM

Using Google Analytics helped us show the ID card office the importance of Web metrics, which helped gain support for further evaluating other marketing initiatives including paid advertising.

Paid ads

Again, the ID card office wanted to measure the success of a paid ad that was on the cover of a local publication. We created a unique URL in order to track the traffic. We knew it was not a perfect solution, but we also knew that it would help guide the advertising efforts of the office. The result: There were only two hits on the unique URL. That doesn’t measure awareness of the ad, but it does measure action.

Implementing IMC in your organization can be very challenging. What have you found that helps you take Web analytics “outside” the marketing department and further into the organization?

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