What is owned media?
You can think of your online marketing efforts as falling into either Owned, paid or earned media. In his video and the following two I’ll give you a brief explanation for each.
Let’s start with owned media. Owned media refers to your website. Web analytics tools allow you to measure how many users engaged with your website, where they came from, what keywords they used to find your site, how long they stayed on your site and which pages they looked at. This is just scratching the service when it comes to the kind of information we can dig up on our websites users, there’s plenty more info to be examined and measured. All of this ultimately gives you highly valuable information about how your users find your site, whether your giving them what they want and can aid us in understanding which form of advertising are most effective at driving traffic to our sites.
The tool I recommend is ‘google analytics’ . It’s relatively simple to get it set up on your site although you may need to consult your web designer. It is a quick job though.
When you measure, you can test, and when and when you can test you can make changes based in actual visitor behaviour.