Kaizen Marketing through Analytics

How To, Marketing May 6, 2008

Mike LevinWhy is HitTail the perfect complement to whatever analytics system you use today? Some folks will say real-time analytics isn’t important, but I’m telling you that it IS important by how it immerses you into the actual pulse of your site. For example, if your site hits the homepage of Yahoo, you know it in seconds, rather than the next day, after your servers have already been taken down. Now not everybody lands the homepage of Yahoo, but the same principle applies to if you get a single link from a single site–wouldn’t you like to reach out to them moments after they’ve established the link?

Another benefit of real-time data is just sitting there watching your search hits scroll by as they occur tunes you directly into the minds of your audience–in a way next-day statistical reports simply can’t. You are directly plugged into the minds of dozens, hundreds or even thousands of web travelers RIGHT AS they’re doing their thing. The image that comes to mind is The Matrix, watching all the green code scroll by, and seeing the woman in red amongst it all. But the difference here is that the people scrolling by are REAL searchers, and you can voyeuristically watch them do their thing. This EXISTS TODAY, and is sort of a Zen marketing state that HitTailers know well–contemplating the black river of keywords.

If HitTail wasn’t the and must-have second piece of tracking code based on it’s real-time feedback alone, then the way it provides actionable data without the chart fuss that cause paralysis through analysis should cinch the deal. HitTail is the paralysis cure, because you simply move left-to-right across 4 tabs and follow a recommended, proven, route (indeed, nearly mindless) process to improve your site. The process is scientifically built on William Edwards Deming‘s principles of total quality management (TQM) and the Japanese concept of Kaizen, wherein you take HitTail’s writing suggestions and engage in the website content release/feedback/release/feedback cycle immediately. It also works with PPC.

HitTail fills the desperately needed gap in marketing for a tool that dispenses with nonsense reports and jumps right to the bottom-line of what you should be doing to improve your site from a content-standpoint. It quite literally turns your entire website into a giant suggestion box that your audience unwittingly uses every time they visit you via search. The suggestions can be immediately plowed into either new website content in (usually) blogging software for the organic or natural search engine optimization (SEO) approach, or into long tail AdWords campaigns, that result in remarkably low cost-per-click (CPC), high click-through-ration (CTR) and a large number of total clicks. The snowball effect should ensue. None but a few marketing gurus in the PPC industry gurus ever noticed this effect.

Bottom line–no matter what your primary analytics package may be, be it Omniture SiteCatalyst, Google Analytics, WebTrends, Yahoo’s IndexTools, Microsoft’s Gatineau, or whatever–the must-have second piece of tracking code that should go on your site is HitTail, due to the benefits of real-time data and immediately actionable writing suggestions and super-charged keywords for AdWords campaigns.

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