This series of posts is reprinted from one of my previous blogs…
The ability for your website to accomplish its goals, whether to make money, increase awareness, add subscriptions or anything else, is completely dependent upon you understanding your visitors and how they interact with your site.
Sounds simple enough. If you’re a website marketer, and you’ve got lots of page views of your latest promotion landing page, you’re doing great, right? You’ve increased sales of a promoted product by 10%, excellent! Visitors are coming to your website, interacting with it, and better yet doing what you want them to do.
You’re leaving money on your virtual table, I guarantee it.
If you spend marketing dollars on your website, and who doesn’t, I’d be willing to bet you don’t have much insight into your “web customers”. Web customers doesn’t necessarily mean purchasers of a product, but people consuming the information, interacting, downloading, posting, or doing something on you site even if it’s just poking around.
Don’t worry too much about that, most companies don’t. Some think they do, and a rare few gems actually do. Believe me, it’s worth it. You’ll be able to use real web intelligence to redistribute your marketing spend to attract, retain and convert the biggest spending web customers.
Ok, so what is web intelligence? Put simply, it’s:
Web Analytics + Business Intelligence = Web Intelligence
Of course, it’s not quite that simple, but as Eric T. Peterson, a great thought leader in this area often says of web analytics, “(it’s) hard – not easy or necessarily complex – but I think that this is very good news!”
Put slightly less simply, web intelligence = web analytics analysis, voice of customer data, customer experience information + business intelligence (CRM data + ERP data + sales data + whatever other data a customer gives you, wherever they give it to you)
Think of web intelligence as actionable customer behavior information. Collecting and analyzing all of this information and then presenting it in a format that the business can understand and take action on, is the key to extreme online success.