To this day it still amazes me just how many marketers out there have trouble understanding the difference between web “analytics” and “reporting”. For instance, I’ve had people tell me that they’re only looking for basic “stats” such as total number of visitors, total number of conversions, etc., so that they can report these numbers to their supervisors. Now I won’t say that flat statistics aren’t important, in fact they are quite valuable.

But Web analytics isn’t only about reporting stats, it’s also about isolating the good (and the bad) stuff - the study of campaign data, search traffic, usability…the list goes on and on. Understanding the means to the end, not just the end.

Recently, my colleague Dan Miller and I had the pleasure of leading an American Marketers Association (AMA) webcast entitled Web Analytics: Segmentation Leads To More Than Just Reporting. We discussed how properly segmenting your traffic is the first step to analyzing your site rather than simply reporting on the basics. For more information on this topic, feel free to download the on-demand recording of this event, which you can view at your own convenience.

Download the presentation slides (1.3MB PDF).

Andres Galdames is a business analyst at Lyris, Inc. He is an expert in integrated online marketing and pay-per-click campaigns.

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