In my last post I mentioned analytics as a good think to do during the crisis. Check where the value is in your webtraffic, content etc. and what is a waste. This way you can make your webpresence more effective with the existing resources.

With ‘effective’ do not only think about sales. If time to conversion is getter longer because people are waiting longer before they buy/invest, or if you website is just not an ecommerce site. It may be wise to track leads.

The thing with leads is that you have always this value issue. How valuable are my leads and if I have valuable leads how did I get them.

When you are using only your webanalytics software the best you can get is a conversion rate for leads. You can check which source of traffic is giving you most leads. But this does not say anything about quality.

To get quality info you can do two things. Either you separate lead paths so that you can measure them separately. Or you add info to the lead.

Adding info to a lead can be done manually by asking people to mention or ask for a particular word/code. This way your sales team receiving the leads will have more info about the traffic source.

But you can also integrate you analytics with you CRM for example using Google analytics.

What is going on in Swiss minds this week. Looking at the rising searches this week.

-Ski Worldcup.  (ski wm, and Lara gut)

-Google latitude (see where your friends are)

-Floricienta (see also picture)

- and of course Valentinstag.

Google is doing an experiment on mapping searches for “flu” and so probably mapping where there is a flu outbreak in real life. (correlation between flu-searches and real flu)

Check Google Flu Trends (thanks to hyped.nl)

Interesting relation between search and real-life issue’s. Marketing and Brand managers must actively  spot such trends because following a trend is much easier than creating one.

Start following Google Zeitgeist

Check out the rising searches for Switzerland for the last 30 days.