Introduction

Without good analytics in place, your marketing is a "black box" activity— you can see the inputs and the dollar outputs, but not much else. This section will look at how you can get the most out of Topspin's e-commerce data and use it in tandem with third-party reporting systems like Google Analytics.

Objectives

We'll cover:

• How to use various data sources to build a complete performance report
• How to use third-party technologies (e.g., Google Analytics) to improve your campaign measurement
• How to run tests and optimize results

Topic Outline:

• Site Analytics Through Google Analytics
• Tracking Sales Conversion By Referrer With Topspin And Google Analytics
• Tracking Sales Conversion By Marketing Activity With Topspin And Google Analytics
• Using Google Analytics Goals To Track Email Signups