A downturn in the economy is more reason to invest in Web Analytics
A nice article here by Bryan Eisenberg on how Online Marketers can weather the financial crisis. He acknowledges that this is going to affect every company but, while not easy, it is possible to survive and even grow in this environment.
His first recommendation is to innovate your way through the downturn in the economy by being creative (not gimmicky) and focusing on increasing the value to the customer. The second recommendation is to become more efficient with your marketing spend, ensuring every dollar is optimised for results.
While I am biased, I believe this makes the role of the web analyst even more important. If you are to know if the changes you are making are working for your business, you need to be able to understand and interpret the data. It is great to have people who can create efficient and/or innovative marketing campaigns but it is just as important to have people who can accurately tell you what worked best, which marketing campaign delivered the best ROI and had the highest conversion rates and/or satisfaction levels. With this knowledge, a business has a chance of not just surviving but of growing during this financial crisis.
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