Ensuring that your advertising dollars are being used as effectively as possible is the goal of every marketer but sometimes it’s not clear how this can be done. Using Google Analytics, a free web based analytics tool, marketers are able to make strategic decisions based on real data and can determine immediately if their ad dollars is leading to revenue for their company.
A great example of how an organization uses analytics to make business decisions lies in the American Cancer Society and their use of analytics. They were able to directly measure their online spending vs the amount of online donations received.
In the fight against cancer, every dollar counts
The American Cancer Society is a non-profit organization dedicated to eliminating cancer as a major health problem. Ensuring their advertising dollars are generating online donations is crucial to their objectives since a large portion of their overall revenue comes from donations. Using Google Analytics, the Society was able to determine that 20% of the traffic on their website was from visitors using the site search tool and so they were able to add content that was more relevant to this group of visitors.
It helps us use our dollars more wisely for our mission… Google Analytics is literally helping in the fight against cancer
Without having analytics tools to help in their decision making, the Society would not have been able to effectively allocate their advertising budget based on how well their online ads were performing. By having Google Analytics as part of their strategy, the Society were able to boost ROI (return on investment) and help treat patients around the country. For the full report, visit the Google Analytics cases site http://www.google.com/analytics/case_study_acs.html.
West17Media offers analytics consultation to help your organization get the most out of your online ad spending. To find out how we can help you, contact us today.