From Webtrends to Google analytics the first thing I do when analyzing a client’s website is to look at these key metrics:
1ne: Vistors, returning vs unique, daily, weekly, monthly – What I am looking for here is overall traffic trends and to better understand how many people are coming back to my site for more information. I also want to balance visitors with bounce rate.
2wo: Drivers of traffic-Where are visitors coming from and how important is paid media?
3hree: Key SEO terms by traffic, path’s through site and cost per targeted action.
4our: Top pages within the site, key paths within the site and pages which we feel drive action.
Now keep in mind that this is just a start. I also need an in-depth understanding of the disease state including competitors. For that reason I would also need to have a click-stream analysis from a company like CRM Metrix.
For some of you this is Digital Marketing 101 but I can tell you first hand that there are a LOT of pharma marketers who don’t have these metrics and have never asked for these metrics. This is unacceptable in an age where digital plays such an important part of a patient’s decision.
The bottom line is that pharma needs to recruit and hire more digital talent and for God’s sake, stop hiring people who “fit in”. Hire passionate people who will get the job done and take your digital marketing to the next level.