Information Technology Reference
In-Depth Information
this is an almost perfect example of the power of having merchandising avail-
able as another dimension in your analytics reporting. i'm not a fan of most traditional
seo practices, which involve keyword research. With Yahoo! Web analytics, you can
pinpoint the specific and factual keywords (search phrases) used that led to sales.
now you are able to answer marketing questions on how to drive increased
sales—not just traffic—to your cordless Drill Drivers department by supplying gold
keywords such as the following:
b
•
osc power drill
•
p
ower tools
•
h
itachi cordless drill drivers
•
d
ewalt dc727ka
•
s
kil 2302
s
•
kil power tools
this process is likely quite different from any keyword research you've done. i'm
not saying this is the only way to look at keywords, but it is a great way to conclude
which keywords help sell specific product groups.
now imagine the report reversed and that you have search phrases on top. instead
of seeing which keywords were used to sell a product, you could see what people buy
after they type in a generic phrase like “power tools.” very exciting, isn't it?
268
Using Campaign Reports
Most people choose to use a campaign summary when performing online campaign
analytics. assembling a campaign summary is of utmost importance as this report
is one of the most valuable out-of-the-box reporting elements available. Figure 10.22
shows a sample campaign summary report.
Figure 10.22
Top-level default Campaign Summary report
