Using web analytics to measure digital marketing activities is an essential part of any digital marketing strategy. However, can the insight gained from this data be used for core business strategic decision-making?

Mark McGee, ICMIF’s Vice-President of Communications recently asked this question as part of his MSc in digital marketing communications and presents his research findings here as a special report for ICMIFtv.

Can web analytics affect core strategy? What are the barriers to understanding the data for senior executives and how can these be overcome? Watch the video to find out.

If you are from an ICMIF member organisation, please register or log in to leave a comment and let us know your thoughts about using web analytics outside of the marketing department.

Date posted: August 30, 2011
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