"Half the money I spend on advertising is wasted. The trouble is I don't know which half." - Lord Leverhulme.
This famous saying is about a century old. However, even today, when marketing has proven to be "not a variety of black magic", it still remains valid.
There's still a lot of buzz today in terms of what's better: virtual tour or video tour, multiple pictures or one-two, this marketing service or that one. Many opinions - almost no comparative data, and this when Internet technologies provide, to my opinion, the best opportunities for tracking and analyzing your marketing performance, as well as calculating your marketing ROI. Many service providers offer their own tracking software as part of their service, although often, and sometimes for obvious reasons, it doesn't go far beyond just a number of visitors, page requests, unique visitors etc. You need more than that!
These days technologies allow you to collect valuable information about your visitors and most importantly how they interact with your website. For example, being able to track flash files and time visitors spend on a page, can give you a pretty good idea on how your 2:00 minute virtual or video tour is performing (or even one vs. another). And it certainly doesn't stop here. Although performance metrics cannot be directly converted to financial value, they should serve as guidance on marketing decisions towards generating a higher ROI.
I'd like to encourage everybody who's looking for the ways to optimize their Internet performance to check out Google Analytics. It's great and still free.
Thank you for stopping by.