Effective Internet marketing strategies are built via insights from web analytics strategies. The goal is to abstract insights from web analytics to improve your campaign continuously. A simple way of looking at is to understand how website 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.