Webanalytics
Customer Relationship Management
Feb 28, 2010 Web Analytics and CRM
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1
Table of Contents
S. No 1 2 3 4 5 6 7 8 9 10 11 Brief Idea Introduction of Web Analytics Definition Framework Overview Building Block Terms Visit Characterization Content characterization Onsite Web Analytics Technologies Common Sources of errors in Web Analytics Web Analytics Maturity Model Web Analytics and CRM Why integrate Web Analytics with your CRM Topic 3 6 9 11 15 20 25 31 33 35 38 Page No.
2
Brief Idea
Web analytics is an effective yet underappreciated tool for organizations looking to wring the highest level of productivity out of their online operations. The use of analytics packages has evolved over the years and is continuing to evolve. In the early ’90s corporate webmasters had rudimentary ways of tracking which pages users visited, how long they stayed on sites, and what sites they visited before. That led to more complex tools that steered users through sites more easily and enabled business managers to optimize sites as sales channels. Then, as the economy contracted, firms cut back on their use of analytics packages and focused their spending on core IT concerns. Today, Web analytics is enjoying a resurgence as business managers are leveraging the power of their sites to drive sales and develop strategic initiatives. One big reason for the renewed interest in analytics is the proliferation of tools that allow more people to post content on a corporate Web site. Modern tools make it easier than ever for nontechnical users to build, manage and deploy Web content and applications, thus freeing up IT staffers to concentrate on more pressing matters. But as content is added and shuffled around, organizations are finding they need to continually evaluate whether their messages are getting through in the correct way. Web analytics programs not only can measure what content is being read; they can ferret out patterns that illuminate
Feb 28, 2010 Web Analytics and CRM
Submitted to:
Submitted by:
1
Table of Contents
S. No 1 2 3 4 5 6 7 8 9 10 11 Brief Idea Introduction of Web Analytics Definition Framework Overview Building Block Terms Visit Characterization Content characterization Onsite Web Analytics Technologies Common Sources of errors in Web Analytics Web Analytics Maturity Model Web Analytics and CRM Why integrate Web Analytics with your CRM Topic 3 6 9 11 15 20 25 31 33 35 38 Page No.
2
Brief Idea
Web analytics is an effective yet underappreciated tool for organizations looking to wring the highest level of productivity out of their online operations. The use of analytics packages has evolved over the years and is continuing to evolve. In the early ’90s corporate webmasters had rudimentary ways of tracking which pages users visited, how long they stayed on sites, and what sites they visited before. That led to more complex tools that steered users through sites more easily and enabled business managers to optimize sites as sales channels. Then, as the economy contracted, firms cut back on their use of analytics packages and focused their spending on core IT concerns. Today, Web analytics is enjoying a resurgence as business managers are leveraging the power of their sites to drive sales and develop strategic initiatives. One big reason for the renewed interest in analytics is the proliferation of tools that allow more people to post content on a corporate Web site. Modern tools make it easier than ever for nontechnical users to build, manage and deploy Web content and applications, thus freeing up IT staffers to concentrate on more pressing matters. But as content is added and shuffled around, organizations are finding they need to continually evaluate whether their messages are getting through in the correct way. Web analytics programs not only can measure what content is being read; they can ferret out patterns that illuminate