Using such analytics can also help with cross- and upselling, Nussey said. “If someone bought this and you know they bought that, too, then you can upsell other customers based on those data,” he said.
Web analytics can also help you determine which stories or offers you place in your e-newsletter. For example, more popular Web pages and topics will also likely generate interest as newsletter content, Arikan said.
Ayan suggested using Web analytics to compare site activities for those who come to your site from e-mail versus those who come from a paid search term or an organic search result. Doing so can help you improve all three marketing methods, he said.
As marketers are asked to do more with less, such improvements will be key. “Analytics isn't sexy; it's not the newest thing,” said John Squire, chief strategy officer at Coremetrics, a provider of digital marketing optimization solutions. “But it's something that you can do cheaply and repeatedly. As the economy fails, we'll certainly see more people doing that-doing tackling and blocking to drive business.''
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Originally published Nov. 10, 2008