Author: Jennifer Shaheen

“Experts on romance say for a happy marriage there has to be more than a passionate love. For a lasting union, they insist, there must be a genuine liking for each other. Which, in my book, is a good definition for friendship,” Marilyn Monroe said. The silver screen star and style icon certainly knew plenty about romance. She was also a smart businesswoman.

We think that if Marilyn was still around today, she’d love the recent changes to Google Analytics – especially the way it lets Westchester business owners develop a deep understanding of who their customers are, and what makes them tick.

Google Analytics is a powerful free tool that allows you to discover all types of valuable information about your website traffic. In October, Google made significant changes to the Analytics report, making them both easier to understand and more useful to the Westchester County small business owner. Here’s what those changes are:


This section has always been able to shed some light on website visitor information, such as type of operating system, mobile platform or area of the country. To this, Google has added a new feature – Demographics. This feature, when integrated into your site with the upgraded code, will tell you details like age and gender of your website visitors. This will help you better understand how different audiences use your website and with this report your Westchester business can create better marketing messages on certain pages that appeal to the correct demographic.

The next feature you’ll want to know about is titled Interests. These interest categories break down into three areas: Affinity Categories, In-Market Categories and Other Categories. The goal of this section is to provide you with more detailed information. For example, an affinity category will group the visitors to your website interest into certain categories like news junkies, movie lovers or travel buffs. These categories will allow you to adjust your messaging to have an appeal that connects with your visitor.

It’s like gaining insight into your date’s interests so you know what to talk about. Marilyn Monroe surely talked baseball once or twice with her husband, Joe DiMaggio. Having this information allows your company to better connect with your customers. How romantic!

Acquisition & Behavior

This new tab in your Google Analytics will tell you how your website visitor found your Westchester business. Knowing how someone found your website has always been a great benefit. It lets you know what strategies are working and where you should continue your efforts. The new Google Analytics lets you review this side-by-side with your website visitors’ behavior. This allows you to truly see what channels drive more serious traffic vs. traffic that may just be looking around.

Pay attention to the content your audience members are looking at when they arrive through different acquisition channels. Look at the behavior: how much time they spend and where they jump to. This will help you better plan out what types of content and messaging to share on different channels.

The content you present is like the courses in a romantic dinner. You want to capture your website visitor’s attention, prove to them that you understand and value them, and bring them to the point where they can’t help but do business with you. Not sure how to do that? SCORE Westchester can help. We provide free workshops for Westchester County small business owners and entrepreneurs, featuring digital marketing experts sharing easy-to-implement strategies you can use to start getting better results from your website. That’s only the tip of the iceberg. Find out what else SCORE Westchester and our team of small business mentors can do for you!

Are You Romantic Enough to Run A Business?