What More Can Web Data Tell Us?

The web is giving us a greater opportunity to see how consumers behave – how they interact with a brand, what they’re interested in, what captures their attention, and how they like to shop. Clearly, consumers who visit a company’s website frequently are engaged with the brand. This fact alone can tell us a lot about who might be more willing to respond to an offer, try a new product, or participate in an event or discussion. Web visits can also alert a company about who might be in the shopping mode -- a key piece of knowledge, especially if you sell large ticket items that are not purchased frequently, such as automobiles or technology hardware. Web data can also enhance what is known about consumer preferences by pinpointing what content the consumer views and how much time he or she spends looking at that content.

But how often is this information being examined or, better yet, used to refine the customer experience for individual consumers? By this I mean not simply the online experience, but the overall experience, online and offline? The answer is not very often.

We’ve had the chance to analyze web data for clients who can link online visits to a specific customer. This data, when coupled with personal demographic and offline transaction data, can be very powerful in executing a successful customer development strategy. For instance, wouldn’t you like to know if one of your best customers was not visiting your site as often or who of your lapsed customers was back examining product prices? Unfortunately, since most web visitors are anonymous, the power of the combined online and offline data streams is typically not realized.

We think companies should be doing more to link their online and offline customer data, and we have been exploring the best ways to do this ourselves. Linking it will make it possible to enhance the overall customer experience, and we believe mean more profits from better marketing too.

If you would like to post a comment or have a private discussion, simply click the designated button below, and if you’re interested in reading more about marketing analytics, visit our website at www.iknowtion.com.

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Posted by on 03/31/2009 8:56 AM

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