\"I never would have guessed\", Burns said, \"that even a single web site would lack analytics code to collect traffic data. Instead, I\'ve seen many sites without it, and it\'s not good. It underscores a problem: a large and growing technology gap separating large business and small business in its utilization of web technologies for business development. Big business is advancing rapidly in online technology, embracing leading edge programs to gain competitive advantage, and leaving small business far behind. How can analytics software, a fundamental "must have" for every web site, be missing? Without it, it\'s impossible to assess or measure effectiveness and impact.\"
Burns, who has spent his entire career in small business understands. \"I get it.\" he states, \"Small business faces budget challenges, and doesn\'t necessarily understand web technologies and their capabilities. Some think having a web site is enough; that once published, traffic, sales and profits will follow. This is the wrong approach and the opposite of big business strategy, which doesn't assume anything."
Analytics software collects and stores traffic data through code that is inserted into a web page\'s source code or HTML. It provides statistics like number of visitors, new visitors, returning visitors, pages visited, time spent on web pages, popular and unpopular pages, traffic sources, e.g. search engines, social media sites. Data can be sorted, filtered, compared and displayed different ways and for different time periods.
Analytics software is available from companies like Google, WebTrends Analytics, Adobe Site Catalyst, IBM Digital Analytics, Omniture, IBM Unica, Clicky, SiteSpect and others. Prices range from free to $150,000 annually.
Big business invests heavily in software to cull insights from traffic data to better understand consumer behavior. The data has analytic and predictive value. \"Small business,\" Burns asserts, \"needs to take note and get on board. It\'s an opportunity to get a leg up on competition and to start developing a powerful and effective web presence.\"
Gartner in its report (www.gartner.com/
Analysis of web site traffic helps business understand consumer behavior and when to take adaptive measures. In a brick and mortar store, we take for granted that unpopular things are changed. On a web site, the only way to learn what\'s unpopular is through analytics software. It reports what traffic is coming and what it\'s doing. It reports what\'s working and not working.
\"Marketing is not an expense,\" Burns claims, \"it's an investment--measured, interpreted and managed through analytics--that drives revenue. Small business lags behind big business in its utilization of online technology and in comprehending the power and value of data collection, analysis and interpretation. I\'d like to help change that. We think that offering this service at no charge is a good start.\"
Any one interested in signing up for this offer should visit http://www.webmediapartners.com/