Web analytics tools are big! Nearly all have the basic reports like keywords used by people coming from search engines, a list of referring sites that drive traffic to your site, the browsers people have used etc. Then there are the tools that allow testing via A/B analysis, bid managment, engagement scoring and multi-dimensional visualization of data. So web analytics tools provide a mass of data and sometimes nice ways of visualising that data. But what can you do with this data that makes it worth while spending a large amount of......
There are 2 things that have sparked off this post. The first is that while at work I managed to prove that our SEM strategy is less than optimal but that to fix it on such a large scale would require immense automation. The second was an article I read about a day later reviewing Yield Software which hypes itself as a Google optimizing service Now, the review is highly critical and pessimistic about the service and I have also read similarly negative reviews of the concept of automating SEO. However I......