Kathy Drake, marketing specialist, Mihaylo College of Business and Economics, University of California, Fullerton

“The most beneficial aspect of using [Google] analytics is that I am able to evaluate each component of our online campaigns and make instant changes to improve overall performance. Recently, I dropped a non-performing landing page and redirected traffic to our home page. As a result, the click-through rate and number of page views increased. Without the enhanced analytics, the online campaign would have been a failure.”

Mark Flaherty, CMO, InetSoft Technology

“The biggest benefit of using Web analytics this year has been to confirm that our shift in resources towards search engine optimization efforts has been justified. We have been able to positively identify a growth of 85% in the source of site visitors from organic search versus a year ago and see that their site visit quality statistics, such as average time spent [on site], are above average.”

Paul Phillips, director of marketing, Cox Business

“Web analytics allows me to understand the demographics and psychographics of the market; to better create relevant, targeted marketing content and promotional offers that appeal to a prospect's demonstrated interests; and to know when to tweak current marketing and promotional campaigns leading to improvements in customer targeting and return on marketing investment results.”