To really understand my viewpoint of how excited I am with analytics and integrating campaigns, the Coremetrics whitepaper (PDf) about their web analytics really started off amazingly. And just for the record, I’m rarely affected by various kinds of advertisements.

Here I was saying: “Yes! Exactly, you cannot get all that information properly in one area.”

Yet, I was expecting a great push towards the end of what it really meant–truly tracking an Integrated Campaign, where:

  • SEO Conversion Rate: 2.5%
  • PPC Conversion Rate: 3.4%
  • EDM Conversion Rate: 1.5%
  • Integrated (SEO, then PPC, then EDM) Rate 1: 0.5%
  • Integrated (PPC, then SEO) Rate 2: 1.3%

But, sadly, Coremetrics really missed that great point–it beat around the bush in terms of truly analyzing a fully integrated campaign and instead ‘coyly’ noted the relationships and the information of the customer.

I know it’s a white paper, but man… I have to say that the white paper could definitely be beefed up to really tailor Coremetrics in an ability to truly compile the data and analyze a fully integrated campaign–now that in my opinion would put themselves far above the pack in a very public way as a web analytics company.

Then again, I have yet to fully try their product, so their whitepaper could conceivably be far off from what they actually can do.