Using Data to Better Connect with Your Customers

Tuesday, October 27, 2009 | 10:21 AM

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Google's Analytics Evangelist, Avinash Kaushik, recently hosted a webinar on "Using Data to Better Connect with Your Customers". Attracting the right customers to your website will help you finish off 2009 strong and charge ahead in 2010. By using Google tools such as Trends for Websites, Insights for Search and the Ad Planner, you can access powerful information about how to best target your audience in your online marketing campaigns - for free! Below is a brief recap of the presentation. You can visit our Google Business Channel on YouTube to see the recorded version.

1. Mine Website Trends: Utilise Trends for Websites and other tools to index clients' performances, identify competitors' strengths, and find untapped opportunities.

2. Analyse the "Database of Intentions": Use Insights for Search to segment your clients' share of voice, obtain competitive gains, understand how to most effectively target their campaigns, and find out where they should focus their search efforts.

3. Monetise the Long Tail: Leverage the powerful Search-based Keyword Tool to identify your clients' long tail keywords based on their sites' content, and to find additional cost-effective targeted keywords.

4. Identify Relevant Audiences: Utilise Ad Planner to understand the demographic profile and search behavior of site visitors, and that of competitors, to effectively target clients' messages on the Google Content Network to the most relevant audiences.

Most importantly, Avinash's #1 Rule: Make sure that your clients' websites don't stink. What does he mean? Use data to identify fixes (e.g. pay attention to bounce rates) so that customers don't say, in Avinash's own words, "I came, I puked, I left." To learn more about how to improve your clients' web pages, check out this post by Avinash: Six Tips For Improving High Bounce / Low Conversion Web Pages.