In the space of a few years, Google Analytics has evolved into one of the most useful tools an organization can use to help identify its website traffic. Described by Google, Analytics is “the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you’re more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.” Sounds just like what this business needs, doesn’t it…
But how much do performing arts organizations use Analytics as a cornerstone for marketing and outreach analysis? To my knowledge, there is no study that has comprehensively defined how much impact Analytics has on the business or for that matter, how many groups use or even understand it.
As such, let’s do some cursory digging:
We’ll look at these responses after the new year and see what develops.