With the news today that Chrome is moving to secure search, marketers may be wondering about the larger picture of using search data in Web analytics.
The searches people do that lead them to a site is valuable data to an organization. What other data source do we have that gives us direct access to our customers’ wants and needs? Sure, we can ask them, but customers can lie. Or choose not to answer. By looking at exactly what visitors have searched for, we can learn a lot about who our customers are, what they really want, and if we’re providing it to them.
Search marketers have valued this data for a long time, but it’s useful for many other parts of the organization as well, from traditional marketers to product managers, to support. Shouldn’t everyone want to understand more about their audiences? I think this data is so great, I wrote an entire book about it: Marketing in the Age of Google.
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