Many business owners are unwilling to spend a lot of money on marketing because it can seem like a shot in the dark.  You invest in printing flyers, buying billboard space or sending out mailers, but what’s your exact conversion rate or return? 

None of these methods guarantee that your message is even seen by your target audience.  It can be difficult to track the effectiveness of these costly marketing methods.

Web analytics helps you track the vital data of your campaigns and the behavior of your website visitors, including those that found you with offline marketing.  This information is very useful in constructing future campaigns that are even more cost effective.

This talk will cover:

• Shortcomings of traditional marketing methods
• What is analytics?
• Benefits of analytics include: How many people visit your website, how they got there, which parts of your site are most used and which are not, and are your visitors following your sales funnel
• Creative uses for web analytics

Kentaro Roy  is president and founder of Kentaro Web Design + SEO, a web consulting agency in downtown Ann Arbor.  He is currently a business student at Eastern Michigan University.   At EMU he funds an annual scholarship for the Information Assurance program in the College of Technology.  When he’s not working, he’s riding his motorcycle across the country, attending SEO events or going to the dog park with his golden retriever mix, Mei.