Analytics is a key component to any online marketing campaign. Throughout my career I have had the opportunity to use a wide varieties of analytics platforms including Google Analytics and Adobe Omniture Site Catalyst. My web development experience has also enabled me to have hands on experience setting up and installing analytics from scratch. I am a Google Analytics certified consultant.
Analytics play a very important role in search engine marketing because in order to properly track results across many different search engines and mediums you must follow certain best practices. Many agencies and consultants fail to properly configure their analytics and as a result the effectiveness of their search marketing campaigns are unclear. A properly configured search campaign will allow you to calculate the exact return on investment and that is one of the greatest advantages of digital marketing over traditional marketing methods.
My expertise with analytics extends much further than tracking activity on a website. I have extensive knowledge of working with services like comScore, Compete and Quantcast. These platforms provide insight into the activities of your competitors, target audiences and search keywords you cannot get anywhere else.