Analytics Lead the Way

We recently developed a Mine & Dine report for one of our higher education clients, summarizing the analytics for a marketing microsite that was part of an integrated campaign. The report revealed some impressive results, including:

• The total number of unique visitors has increased 38% in the last quarter. Most of these are first-time visitors, an indication that our efforts are continuing to drive interest and response.
• Prior to the campaign, there was almost no traffic from organic search, now it represents a significant source of traffic. We’ve also recommended to the client to make small tweaks to the copy or the features on the home page of the site. This would indicate to search engines that there is “fresh content” and would raise its presence in organic search.
• We were able to track visitors by geography and make recommendations for future geo-targeted advertising.
• The overall conversion rate on the site is nearly 7% as compared to 2-3% industry averages for sites of similar size, so we are clearly giving prospects what they are looking for.

With this type of information, Media Logic and the client will now be able to make strategic marketing decisions grounded in data.