There is a plethora of ways to reach prospective customers, but how do you know which one is the most effective? It is easy to talk about a campaign or an idea, but executing it and determining if it was effective is an entirely different ballgame. Each campaign that a company decides to implement will most likely have a different means of tracking. Email campaigns can track opens, clicks, and forwards; landing pages will have a tag; trade show promotions and direct mail pieces can include a promo code; and press release vendors have their own tracking software in place.
Pay-per-click providers such as Google have developed easy-to-use analytic tools to assist organizations in determining the most effective keywords and ads being used. The tools have come so far to provide suggestions on ways to improve performance. For ReadyTalk, the keyword phrase ‘web and audio conferencing’ rings in around $30+. That is pretty tough to justify when all that does is send someone to your website. There are no guarantees that you will retrieve that person’s name. If your server is using a tracking tool, such as Awstats or Webalizer, with the right data analysis you can find out what company they accessed your site from, how long visitors are on staying on your site, and what pages are accessed the most and least. This user activity can be used to define campaigns around company demographics and during peak viewing times.
Before launching a campaign, start with the end in mind. Understand what will determine the campaign to be a success and how it will be measured. Just saying "it was good" does not constitute success. Put it on paper with numbers attached to it and then decide if "it was good."
[tags]lead generation, marketing, tracking, data analysis, conferencing, meetings, teleconferencing [/tags]