Measurement helps National Instruments nurture relationships

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“All of our marketing activity is structured to capture interest and raise awareness and, ultimately, drive prospects to our Web site. The role of the Web site is to support all of these campaigns—AdWords, SEO, press releases, advertising, seminars, trade shows, etc. Web analytics help us understand how to engage and re-engage the customer. We bring them into the Web site and start to build knowledge and nurture relationships. Companies need more efficient ways these days to accomplish their business objectives. The Web is a very cost-efficient way to do that, and analytics plays an important role in how well you can measure what it is you are doing.” —CHRISTER LJUNGDAHL, director of Web and direct marketing, National Instruments
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