CASA Marketing (Overview of Google Analytics)

This week, I began to learn about the basics of Google Analytics. From a beginner's perspective, I have found that personal ROI, organizational ROI, and tools (free and corporate) are important concepts of web analytics to gain an understanding of. Although Google Analytics appears to be complex, it is clear that the tools associated with the topic are necessary to hone as a future marketer.

Personal ROI is important to consider for social media marketing, digital marketing, and business intelligence to measure the success of a marketing campaign. Likewise, organizational ROI is useful to determine if a business is operating under a profitable social media campaign, or if it is simply not earning a sufficient return on its investment. Social media marketing is often referred to as "social analytics", whereas business intelligence is known as "advanced analytics". Nonetheless, both are vital tools to implement in order to successfully measure ROI. Failure to measure ROI can result in a substantial loss of resources and time for a business. I have also learned that important tools, such as Adobe Analytics, Open Source Analytics, and Social Analytics, are important to research and practice using in order to gain a full understanding of web analytics. However, it is noteworthy to mention that the various tools available come in both free and paid forms. Therefore, it is logical to use free trials in order to see if a particular tool will be beneficial to purchase for regular use. Overall, I look forward to continuing to expand my knowledge around Google Analytics, in hopes to become certified by the end of the semester.