Aap Noot MiesTwo years ago I would meet people everyday whose organisations did not have a presence in social media yet. But now, most companies I talk to are present in social media.

This is my non-scientific way of saying if your company is not in social media yet: you’re late.

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So, you’ve got yourself a Twitter account, you have figured out what you need to be Tweeting about and you are doing it. Everything feels good.

But as a marketer you want something more tangible than just a feeling. What about clickthrough? If you know the number of clicks that each of your Tweets generates, you can figure out what your people really value – and do more of it!

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Measuring traffic and behavior on your website or blog is one of the cornerstones of online marketing. Without a measurement tool like for instance Google Analytics, you’re a sailor without a compass.

Especially with smaller businesses, you need to be able to start drawing conclusions based on relatively small sets of data (in terms of quantity).

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