Using data to better connect with your customers

Last week Analytics Evangelist, Avinash Kaushik, hosted a Think2010 webinar on "Using Data to Better Connect with Your Customers." He discussed how to find and use data from Google tools such as Trends for Websites, Insights for Search, Ad Planner and the Search Based Keyword Tool. You can use the data to focus on your most relevant audiences, maximize your return-on-investment, and drive your businesses forward -- now and as you charge forward into 2010. To recap the four key takeaways that Avinash stressed:

1) Mine website trends: Utilize Trends for Websites and other tools to index your performance, identify your competitors' strengths, and find untapped opportunities.
2) Analyze the "database of intentions": Use Insights for Search to segment your share of voice, obtain competitive gains, understand how to most effectively target your campaigns, and find out where you should focus your search efforts.
3) Monetize the long tail: Leverage powerful Search Based Keyword Tool to identify your long tail keywords based on your site's content, and to find additional cost-effective targeted keywords.
4) Identify relevant audiences: Utilize Ad Planner to understand the demographic profile and search behavior of your site visitors, and that of your competitors, to effectively target your messages on the Google Content Network to the most relevant audiences.

Most importantly, follow Avinash's #1 rule: Make sure that your website doesn't stink. Use data to identify fixes (e.g. pay attention to bounce rates) so that your clients stay and interact with your website. To learn more about how to improve your web pages, check out this post by Avinash: Six Tips For Improving High Bounce / Low Conversion Web Pages.

If you missed the webinar and are intrigued to learn more, visit our Google Business Channel on YouTube to see the recorded version.

Interested in more information on our Think2010 series? Visit our site to learn more and sign up for our next webinar, Four Winning Moves for 2010, to take place on November 10th.

Posted by Amanda Kelly, Inside AdWords crew