Matt Cutts, A Google employee currently heading up Google’s WebSpam team, has recently posted a good article on Google Analytics, giving you a sample of the depth of information you can access using this free web based service from Google.

This data is interesting to look at for sure, but for those of you who run an e-commerce business, knowing your statistics (top keywords, referring URLs, traffic trends, etc) can help you to save time and money. For example, Google Adwords is implemented within Google Analytics, so finding what your top keywords based on your site data, and implementing these into your Google Adwords campaigns in order to increase performance is a much more straight forward process.

You could also use the information to assist making business decisions like choosing products, targeting customers & increasing the performance of your marketing campaigns – all based on real life accurate data from you own site(s).

Google Analytics is also integrated into ChannelAdvisor Merchant, a well known and widely used multi-marketplace e-commerce platform, allowing businesses to sell product to marketplaces like eBay, amazon, yahoo, as well as a whole host of Shopping Comparison Sites like Kelkoo, PriceGrabber, & Google Base to name but a few.

This powerful web based application, along side Google Base & their Web Developer Tools suggests a hint at Google’s direction for 2007, and baring in mind the last three or four Google Acquisitions (which include Jotspot {A wiki with a number of collaborative tools for business users, and includes applications such as spreadsheets, calendars, and forms}, writely {Web-based word processing that allows online document collaboration}, and of course YouTube {A community driven social networking site, allowing users to upload, share & broadcast videos, which is now one of the busiest destinations on the web}), I’m very excited to see how these platforms, ideas and technologies will interact with each other as future development rolls out.

What other areas would you like to see Google tackle, and what other kinds of application could they offer to assist e-commerce traders?

Mic Burns
Frooition Support

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