Effective Internet marketing strategies are built on insights from website analytics (or web analytics). The goal is to abstract insights from web analytics to improve your campaign continuously. A simple way of looking at is to understand how media (or traffic) flow in and out of your website.
In fact, media can generally be categorized into paid, owned, and earned media concept.
Understand Paid, Earned, Owned Media
The idea is simple, paid media is anything you pay for to gain reach, traffic, viewership, or awareness via search, display, television, radio, print, or direct mail.
Earned media is basically PR you get when someone mentions your brand in the public arena which includes word-of-mouth that can be stimulated through viral and social media marketing, conversations in social networks, blogs and other communities. However; it still requires an investment to generate the PR.
And finally owned media is just media owned by the brand. This includes a company’s websites, blogs, mobile apps or their social presence on Facebook, Linked In or Twitter. Offline owned media may include brochures or retails stores.
The bottom line is that paid, earned, and owned media dictates how marketing budgets are allocated and web analytics can help you gain insights to make better informed decisions on budgeting, reporting and investing across all media.