Web Analytics – Tracking People and Not Just Numbers

There are so many analytics solutions out there (free and paid) that companies can track a lot more than they used to be able to track. Companies need to be educated on how they can use different analytics solutions to better understand the “person” behind the metric. For example, if you properly setup your Omniture account (which most companies don’t do), you can find out the original referrer that caused a person to come to your website. That person may not convert the first time they visited your website. They may come back to your website 3 more times through 3 different referrers before they convert. But what you also need to understand is the original referrer that brought that person to your website and not just the last referrer that caused the conversion.

This is a designated Web2Open Hybrid session, with a follow up discussion scheduled in Web2Open Room 1 at 11:10am.