Are You Tracking the Right Online Data

Tracking Data

Tracking Data

Whatever method, or methods, of marketing you choose to use for your small business, you are generating data. You gather information on the effectiveness of the method by seeing what ad or set of wording draws in the most leads.

You can see what promotions drive the most traffic to your site and/or the most sales to your business. In addition to this, you also have data such as unique site visitors, whether those visits were made by clicking on a link or typing in your URL, etc., as well as the information you gain from social media.

With so much data available, it can be difficult to know what is worthwhile to track and how to apply the data from tracking those variables in a way that creates real value, as opposed to an arbitrary historical or industry comparison.

What to track

Knowing what data is appropriate to track is more about what you are trying to discover than what you are actually tracking. A single piece of data may be used in a variety of calculations and, depending on your business, most calculations can be derived in a variety of ways. To use a very basic example, think about the reports of traffic to your site. If you just took that number and looked at it simply, perhaps in comparison to traffic from previous days/weeks/months or looked at it relative to other websites, you would be able to rate the relative performance of your site over a set period. However, that simple observation tells you nothing about whether a new campaign is catching on or whether the traffic is due to someone putting a bad review on their Facebook wall.

Instead, base what you track on what you need to know.

What to look for

When you know what to look for, you can establish systems to automatically record those factors. For example, do you need to know if a campaign is working? Then, you will need to track the click-throughs that result from the campaign ads versus your traditional advertising. Likewise, if you need to know what geographic location you are getting the most traffic from, you will need to analyze the IPs of your traffic.

When you focus your analytics on finding answers to specific questions, you can be sure that none of your resources (time or money) are being wasted tracking items that have little real weight.

What’s your intent

Lastly, tracking the right data may also be about intent. While it is important to find answers to certain questions, in some cases intent is just as important.


Take for example the concept of “engagement”. If your business requires a high level of engagement, meaning interaction, conversations, samples, etc., you may be using social media to make those initial connections and provide some of the legwork for you. If this is the case, your analytics should reflect that.


Sentiment comes into play when you consider your brand image and it is commonly used by larger companies. The idea is to see what people think about your product or service. This is commonly accomplished through social media (in some cases even provoking the dialogue) and product review sites. Instead of listening to the dialogue simply, use your analytics to see the frequency of a suggestion, complaint or applaud.


The amount of traffic sites you advertise on or interact with is just as important as the amount of traffic your site receives. By measuring the click-through and purchase rate of ads placed on a particular site, you can see whether that site is a good choice or not.

Using Technology for Customer Retention

Technology Helps Business

Technology Helps Business

Marketing as entered a new phase where virtual communications are the standard and being “on-line” is a given. Potential customers search for products/services, look at websites, read reviews, email questions, and get an idea of the company’s concept or brand through social media.

While these elements are important, the comparative success of marketing techniques is largely variable from one industry to another. However, any business, regardless of industry, size, location, or target market, loses 30 percent of its customers each year.

In spite of this fact, the marketing budgets of most firms are 80 percent or more focused on finding new customers, as opposed to retaining customers.

Customer Retention

Customer retention is a serious issue and it can serious affect the bottom line. In order to solve the quandary as to why customers go elsewhere, you have to start by asking yourself a few fundamental questions:

  1. Why did they come to you in the first place?
  2. Did you deliver on that concept?
  3. Did they go to a less costly competitor, one with better service, or one with better products/services (e.g. more features, specific features)?

The fact is that almost 70 percent of customers leave because they are unhappy with the service they receive. Their complaints, while they may include something such as may clarity of rules (e.g. certain items/services excluded from a sale), communication (e.g. received no response to an email or phone call, no notice of a delay in delivery) is a far bigger issue.

Communication Tools

To this end, a variety of services, many of which are free or of very low cost, have emerged. They allow you a framework for communication with your clients: complete with a calendar of milestones and expected completion dates, a place to upload files (including the very large ones difficult to email), a message board to ensure communication between all parties, a common information board (e.g. contact information, project outline), and an overview of what has been uploaded, posted, or added most recently. There are three main players: SharePoint, Basecamp, and Google Wave. Each is very different from the other.


SharePoint is a creation of Microsoft. Its primary function is to facilitate communication within a team; the primary focus is on content management. SharePoint is the best in situations where there is a volume of documents integral to the project, as SharePoint has great sorting features. It also allows for customized workflows and certain automation of processes. It works well in situations that include a large number of players, a large number of documents, and a high need for customization. It is commonly used at an organizational level and is common in larger companies.


Basecamp is a simple program. It is allows its users to share documents, post messages, upload files, record milestones, and have an overview as to what has happened with regard to the project most recently. It is best used in environments where a company has a variety of projects ongoing, each with varying timeframes, and in scenarios where there is a different level of involvement for each player, such as one suppliers may be involved in two projects while another may supply necessary components to all but one project.

Google Wave

Google Wave is an amped up version of Google’s Gmail system. It has a shared calendar, capability for real-time updates and chats, and document sharing. Google Wave is the newest of the three main players but, owing largely to the ease and familiarity of the Gmail system, many users find it easy to use. Accordingly, email integration is the easiest of the three systems profiled here. It is most useful in scenarios that benefit from integration – Google Wave is able to integrate into other websites. It has less of the project management focus (as in Basecamp), but is not quite solely at the organizational level.

In addition, some companies will opt to create a private group on a social media site, such as Facebook or Linked In, or take advantage of a create-your-own network site, such as Ning.


The Concept of “Team”

Whatever method you choose, success in business is all about the team. When you start a business, the focus is on building your internal team. As that business grows, the concept of “team” is expanded to include suppliers, distributors, customers, and complementary product producers. Keeping your standard of communication and team integration high can help ensure that you retain a greater percentage of your customers and, in doing so, achieve success.

Google Places: The New Updates Part 2

The Google places update continues to bring new and exciting changes to the way the search results are displayed.

In the second video in this series John one of the experts from SEO Guru Düsseldorf explains the new Google website thumbnails, how maps can be integrated into the pay per click (PPC) paid results and how the new places results dominate local geo-targeted searches.

John also highlights how places can reduce the number of organic results on page one by forcing a number of websites down onto page 2, and how sponsored ads are now part of maps.

Google Places

Picture No. 1 show how you turn on or off the visual display of website images in the search results.


Website Image

Website Image

Picture No.2 shows how Google Maps are now available within the paid search results.


Map Results in Paid Search

Map Results in Paid Search

At SEO Guru Düsseldorf our job is to get businesses to the top of the search engines. This drives more new customers to our client’s websites and increases sales.

We track changes in the search engines and react to keep our clients on top. If you want your business to be on top then contact