Behavioral Insider » Blog Archive » Segmenting Email With Web Analytics: "How many site and publisher are actually integrating Web analytics and email?
Miller: The two separate pieces are common. Tying them together, I found, is rare. Traditionally, the Web analytics side works with blinders, focusing on one or two metrics that are common for that marketing channel. Customers who manage Google AdWords PPC campaigns focus on CTRs, and once the visitor reaches the site they might hope to tie a conversion rate back to that and at least know what percentage bought something. But they really don't pay attention to what happens in between.
Likewise, email marketers are used to email metrics — open rates and CTRs. They judge success by how many people click through. But if a lot of them immediately leave the Web site then it is a false indicator of success. We are advocating tying these two tools together. Between those stated preferences [email] and implied preferences through behavior [on-site] we can fine tune a more targeted message."
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