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e-Marketing for the IT Professional, Part 2: Monitoring, Analyzing, and Communicating to Meet Business Objectives

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With your web site up and running, you're tracking information about page visits, purchases, and so on. Now, how can you use that information to help improve your organization's bottom line?
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About This Series

The online channel should be planned, designed, and marketed by businesspeople—and built by the IT staff. (See "Is Your IT Staff Giving You the Business?") For this strategy to work, businesspeople and IT professionals must understand each other's needs. This eleven-part series is a step toward that goal. As a business professional, I hope to help the IT professional meet the challenges of e-marketing.

This second installment in the series deals with what your IT staff needs to glean from site logs, the marketing statistics to look for, and how to communicate while (and after) a person visits your site to meet the business objectives of your organization.

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