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Next-Gen Analytics: Combining E-Mail and Web Site Data

Posted by TimSlavin at November 8, 2004

"There are three key benefits to this marriage of e-mail and Web analytics:

• You can calculate ROI in the same way direct marketers do in the offline world.


• You can quickly and effectively, and with minimal manual labor, target future campaigns based on past site behavior.


• You can conduct apples-to-apples comparisons of e-mail campaigns with other on- and offline marketing channels; again, with a minimum of time and effort.

Great overview with links to vendors from Jeanne Jennings writing for ClickZ. As Jennings notes, this is a terrific trend to follow, tracking how email recipients travel from an email to a website and through web pages to a conversion, either a sale or an action like registration.

One huge limitation is price. So far, pricing has been premium as (I assume) vendors attempt to recoup their startup costs. Many smaller businesses will be priced out until these services are packaged as an incremental add-on email service providers offer, say for an extra $10/month USD. Not every email marketer will need all the bells and whistles. I'm also hopeful the open source software community will develop this new capability as well.
URLs:

http://www.clickz.com/experts/em_mkt/em_mkt/print.php/3431691

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