Analytics and ROI measurement: I once was blind, but now I see
“Half the money I spend on advertising is wasted, the trouble is, I don’t know which half.”
That knowledge gap is costing you money and a century after John Wanamaker's original lament, the technology exists to improve the odds.
Unless you measure and track the effect of your spend, you will be blind to whether your money is well spent. Conversion rate measurement, multivariate testing, A/B splits and so on are great ways of shining a bright light into the murky corners where you are wasting money and missing opportunities.
ROI Measurement - Vetark
The first step to address Vetark's requirements was to conduct a Return On Investment Measurement to examine exactly what Vetark's customers were doing and where. We analysed how customers interacted with the site and crunched the data before telling Vetark which improvements would generate the greatest increase in sales. Vetark could then make a sound business decision about how to best invest their money.
Increased awareness about customers' behaviour. Robust information on which to base business decisions.