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ST. JOSEPH— Dave Holt, director of interactive services at Perry Ballard Incorporated (PBI), has become one of just 1,400 people nationwide to earn Google Analytics Individual Qualification (IQ), announced PBI President Gary Tipton.

Google awards the qualification to recipients who have proven proficiency using the search engine’s Analytics tools. The tools let users view, dissect and leverage data on their website’s traffic to improve the site’s performance and visitors’ experiences. It covers knowledge of not just site activity but also visitor behavior, which is vital for marketers to understand how customers interact with their sites.

“We believe that in order to design, write and develop code for a client’s website we need to continually analyze it to maximize its performance,” said Holt, who joined PBI in 2001. “An expert understanding of Google Analytics allows a marketer to crack open site data and find out the formula for success. It lets marketers achieve better results because we can pre-emptively address visitors’ needs and concerns and give them the information they want before they even ask for it.”

The exam covers techniques to find, target and attract the best markets to engage and convert more customers. It also covers campaign tracking that allows marketers to mesh their online and offline promotional efforts for greater effectiveness. The qualification remains current for 18 months.

“By effectively using Google Analytics, we can study why a customer’s visit was successful or not so we can replicate the successes and reduce the failures to increase a website’s performance and profitability,” Holt said.

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TAGS:

• commercial business
• dave holt
• perry ballard
• st joseph