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data analytics


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“Without big data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.” – Quote by Geoffrey Moore, Author of Crossing the Chasm & Inside the Tornado.

Let’s start at the very beginning with the definition of the word – Data analytics. It is defined as the science of analyzing raw data in order to reach inferences about that data. Many techniques and processes of data analytics have been automated into mechanical processes and algorithms that work over raw data for us to use. They show trends and key metrics which otherwise would get swept away in the sea of information. It’s useful for optimizing processes leading to the general efficiency of the firm.

Firms employ teams and spend megabucks on tracking and measuring data. It helps them to make improvements, push products and services as well as bring value to customers & the company in general.

Important data to track:

The data to be tracked and measured depends on company to company, no one glove fits all but here are some things to track.

  • The number of website visits: Identify the success rate of a particular call to action and keyword strategies.

  • % of unique visitors: This helps a business to see if the website is drawing unique visitors and changes to be made to draw unique visitors.

  • Channels: Google Analytics demarcates traffic in its website into 8 channels:
    Direct, Referral, Email, paid search, other advertising, Social, Organic Searches, and Display. They allow a business to segregate your traffic at the beginning and pinpoint particular samples of behavior

  • Bounce rates: It reveals the % of guests who quit the website after visiting just one page. Many reasons contribute to lofty bounce figures. They indicate missing relevant information, lack of site being user friendly or not appealing visually, so on.

  • Engagement: It calculates the duration visitors remain on a business portal, along with the number of pages browsed. The duration visitors spend on a business portal differs based on business purpose and the nature of the website.

  • Portal content: It decodes every page on a business site and tracks the total number of page views, average time on page, bounce rate, % exit, and so on. It reveals details of leading pages and sections.

  • % of visitors who are accessing the website from phones, tablets, laptops, or desktop computers.

  • Landing pages: The top-ranked landing pages on your business show the areas of your website most relevant to visitors as per search engine queries.

  • Exit pages: Businesses should revisit pages with high exit % and determine the causes leading to an exodus from the portal.

3 important things to keep in mind for data tracking are:

  • The content which is important to the clients

  • Form conversion

  • The content resonates with the client base as well as providing start to the engagement process.

Tracking and measuring the data from your portal is a sure way to improve its traffic leading to sales. Happy selling!

About the Author

RS Maan

Maan joined Salesforce Ecosystem in 2008 with entry of Salesforce in APAC region. He worked on many of the underlying Salesforce Products & it’s functionality, including Heroku, Chatbots, and Einstein before leading Codleo Consulting - Leading Partner of & In his spare time, he immerses himself in travel, books and spirituality.

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