NEW YORK, March 10 /PRNewswire/ -- Website analytics are providing deeper insight into the needs of construction and design industry participants, said Potoula Chresomales, vice president of Marketing and Product Management at McGraw-Hill Construction (MHC), part of The McGraw-Hill Companies and the leading provider of business information and sales and marketing solutions to the design and construction industry.
Speaking at American Business Media's Digital Velocity Online Conference on March 5th, Ms. Chresomales shared insights on using website analytics to drive growth, with an in-depth look at ways in which MHC is using web analytics in attracting visitors, increasing engagement, increasing conversions, and meeting the needs of advertisers through advanced results- reporting and lead generation.
"Web analytics add a new dimension to our customer-centric mindset," said Ms. Chresomales. "A wide distribution of these metrics across functional areas is bringing everyone closer to the customer."
"We used web analytics, and specifically conversion metrics, to improve the usability of our Sweets.com website (http://www.sweets.com/). We were able to reduce the number of clicks to get to our richest data from 5 to 2, which increased customer satisfaction by 50% and increased lead generation by 52%," she added.
"We also use web analytics to gain insight on how people search for our information online. We develop keyword-driven Search Engine Marketing strategies for each of our customer segments and each of our websites. By optimizing these strategies we were able to better serve our customers and reduce our Google SEM cost-per-click by 53%."
"In a way, having this information at our fingertips has given us a continuous dialogue with our customers. We act. They react. We learn. We adapt. And the cycle continues. It has made us smarter and significantly increased the pace of innovation at MHC."
For more information, please contact Kathy Malangone at (212) 904-4376 or
About McGraw-Hill Construction
McGraw-Hill Construction connects people, projects and products across the design and construction industry. For more than a century, the Company has remained North America's leading provider of construction project information, plans and specifications, product information, industry news, and industry trends and forecasts. In print and online, The Company offers a variety of tools, applications, and resources that easily integrate with its customers' workflows. Backed by the power of Dodge, Sweets (http://www.sweets.com/), Architectural Record (http://www.architecturalrecord.com/), Engineering News-Record (http://www.enr.com/), GreenSource (http://www.greensourcemag.com/) and 11 regional publications, McGraw-Hill Construction serves more than one million customers within the $4.6 trillion global construction community. To learn more, visit http://www.construction.com/.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands including Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2007 were $6.8 billion. Additional information is available at http://www.mcgraw-hill.com/.
