Most of our clients review their analytics daily or weekly. At times, they’re surprised by the results. Perhaps it was a mention on another blog, publication or social bookmarking site. The problem is that they don’t see it now… they see it 8 to 24 hours after the event.
Much of marketing is about timing and momentum. Tomorrow is often too late to try to prolong a spike in traffic. By the time you see it in your Analytics package, it’s over. Real-time analytics is key to this strategy. Investing in a real-time analytics product like Reinvigorate (I was a founding user of Reinvigorate – recently purchased by our client Webtrends) can provide you with the information you need.
The cost of an application like this is nominal.. starting from $10 per month. That’s a small price given some of the features. The abilility to see how many people are visiting your site on an hourly basis, heatmaps of their activity, tracing their activity through the site, and even seeing named visitors’ activity on the site.
Identifying the activity on your site in real-time can provide you with the information you need to make immediate changes, prolong spikes in data by immediately executing other promotions, modifying content that’s not working within hours of publishing it… the list goes on and on.