Successful Web Analytics Is More Than Knowing What: It’s Knowing Who

For the past several years, mainly since Google launched Google Adwords (cost per click) businesses, including smaller businesses, have been able to manage their own online advertising. The targeting has been fairly accurate, by using key word advertising, matched to specific web sites.
However, there’s a new (for growing businesses) advertising opportunity that savvy business owners must be aware of and include in their advertising. This is personalized and targeted advertising.
I’ve written about one type of personalized and targeted advertising here and here. But there’s more.
The next phase in online advertising, for growing businesses, is being able to much more narrowly target a particular customer – beyond the web site they are visiting and beyond their zip code (ie local advertising). It’s being able to specifically target a certain type of customer.

Bizo CEO Russell Glass told me that Bizo’s service collects data on business people from around the web and creates a taxonomy of business information to create a specific profile of a web visitor. Bizo is then able to provide publishers with information about their own audiences (helping them better monetize their traffic) and enable B2B advertisers the ability to more specifically target a better defined audience.
As you look to increase your online advertising it is critically important that you maximize the ROI of each dollar you spend. Why? This ensures not only that you get more for your money but that you INCREASE the sales you make. (Wouldn’t that be nice).
In addition to serving as an advertising platform for B2B marketers, Bizo compliments your web site analytics program by not just measuring what (as a web analytics program would do) but instead by measuring WHO.
It’s great to know what the most popular pages are on your web site, which countries visitors are coming from and what the most popular keyword searches are, leading to your web site.
But what could be more valuable is knowing that 30% of the visitors to your accounting web site are doctors, 40% are lawyers and 30% are editors.
Knowing WHO is visiting your web site could be critical to helping you better target your offerings (services or products) on your web site.