PHOTO - Vinoaj Vijeyakumaar head of Web Analytics Google Southeast Asia.
Malaysian firms are using the free Google Analytics service to accelerate business growth by sharpening their marketing strategies, said the Internet giant.
During a forum in Kuala Lumpur mid September, Google Southeast Asia head of Web analytics Vinoaj Vijeyakumaar said that free service, launched in October 2005, demonstrated the importance of good data and customised reporting in understanding customer needs, which was a vital factor in enhancing marketing plans.
"The recently improved reporting also showed greater detail of mobile and social activities around your website," said Vijeyakumaar. "This helped to move businesses to actionable insights - improved marketing strategies - from such reports of usage data, which often show new opportunities and helped to ascertain new trends."
"Google Analytics (www.google.com/analytics) helped business owners to enhance user experience as well as uncover the parts of their sites that were working and the parts that were not," he said. "However, we note that user engagement as well as time spent on a website appears to be dropping about 9 percent across the region. This reduced attention span may be due to the flood of information online."
"Nevertheless, in 2011, most marketers rely on 3-5 marketing 'touches' - or interactions - per campaign," said Vijeyakumaar. "Multi-channel funnels show more of the customer interaction story from different campaigns rather than just the final touchpoint, which is the final purchase on your site, before the conversion.
"The path to conversion may be initially through Google search, and then a few days later via Facebook, as an example," he said. "The first interaction is followed by further interactions: the time lag - or time to convert - is another useful insight into customer behaviour on your site."
"One in five would rather give up their desktop than their mobile phone," said Vijeyakumaar. "And 68 percent do not leave the house without their smartphone. Also social networks are bringing new kinds of interactions: drilling down to the button on a page."
He added that results with changes in marketing tactics following the analytics session were usually fast. Local Malaysian business examples of using Google Analytics included increasing the signup by 58 percent in five days after a five-week consultation with Google to wedding packages on 701Panduan.com by adding more text and reducing the number of buttons. Another example, milkadeal.com increased the prominence of a 'click-to-e-mail button' as a result of Google analytics, which led to a click through rate of 60 percent.
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