Google Analytics

Definition of the Subject

As a company you are always looking for ways to make informed business decisions and increase profit. Through a technology called Google Analytics you are able to do both. At this point you may be asking, what is Google Analytics? Well, once you have a full understanding of this information system it will become your best friend. The official web site states “Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness” ("Google analytics official," 2011). It also “shows you how people found your site, how they explored it, and how you can enhance their visitor experience” ("Analytics help: what," 2011). Basically, you need Google Analytics to show you how to draw people to your web site and how to keep customers coming back. The system brings it to you in the form of easy-to-understand data, which can be used to make managerial decisions.

Current Business Issues and Solutions

The smallest frustration or uncertainty can push customers away. One business issue facing Bank of American is attracting visitors to its Mortgage Lender area of the web site. They have a variety of online options making it challenging to attract customers from the start. Once mortgage-seekers land on Bank of America’s website they have to complete loan applications online. The application process seems too lengthy or complex, or requests for sensitive financial information are made too soon, then customers may abandon their efforts. The process of applying for a mortgage or any other services can also be highly emotional, making it difficult to pinpoint the reasons customers don't complete loan applications (Bank of America flagscape 2010).