A Digital Media Strategist Will Evaluate Your Analytics System

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This is the eighth and final article in an eight-part series which describes the role of a digital media strategist in improving the website operations of a company or organization.

Actionable analytics are the lifeblood of any online operation. Without precise analytics, you will have no way of knowing whether or not you are accomplishing your goals for your internet operations. You will also not be able to perform tests to improve your operations so that your goals are accomplished sooner and more efficiently. And without actionable analytics, you will have knowledge, but your knowledge won’t result in any improvements to your online operations.

In many ways, I could have placed this article second in the current series, immediately after the first article about reviewing your goals for your internet operations, because analytics is the foundation of everything you do online.

1. In order to examine the sources of traffic to your website, your digital media strategist will need web analytics.
2. Improvements to your landing pages will require web analytics so that your digital media strategist can perform tests on various aspects of those landing pages.
3. While your digital media strategists’ experience will allow her to make recommendations regarding the overall design of your website, it is your web analytics which will allow her to ensure that the changes she recommends result in greater traffic and more conversions rather than less.
4. Similarly, your digital media strategist will rely upon his expertise to recommend changes to the content and copywriting of your website. But it is your web analytics which will demonstrate that the changes he recommends will help you accomplish your goals.
5. The search and navigation features, which are crucial to the success of your website, can also be quite problematic. Without a foundation of strong web analytics, your digital media strategist will not be able to test the various recommendations she makes for changing these functionalities on your website.
6. And finally, web analytics are important for discovering and solving problems which may exist with our calls to action and the vehicles through which your visitors respond to those calls to action (your shopping cart, your newsletter signup form, etc.).

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