Tracking, analysing and optimising are fundamental to any digital marketing
activity. The Internet allows for sophisticated data gathering, so it is possible to
track almost every detail of any campaign.
Most analytics packages can be used across all digital marketing activities,
allowing for an integrated approach to determining the success of campaigns.
While it is important to analyse each campaign on its own merits, the Internet
allows for a holistic approach to these activities. The savvy marketer will be
able to see how campaigns affect and enhance each other.
The connected nature of the Internet has made it possible to reach out to
far greater audiences, and for people around the world to interact, create
and share. The same connected nature is what makes it possible for website
owners to track and analyse how users around the world interact with their
website, and to optimise it for those users.