Though web analytics are used to track the online performance of marketing campaigns, they also do more. Integrated into offerings of providers of other services and technologies, they demonstrate effectiveness of the technology and help sell it.
Live chat and CRM technology vendor LivePerson uses its own analytics package to help its e-commerce customers determine when to initiate a chat session with visitors. For customers who want to use live chat strategically to boost conversions, “We take a combination of visitor traffic monitoring, business intelligence and chat and bring it together into the same product,” says Tony Pante, senior vice president of marketing and product strategy. “That helps our clients monitor who is coming to their web site, and then based on visitor behavior such as the pages they visit, what they put in their shopping cart and whether they abandon a cart on a particular web page, the system can proactively invite visitors into a chat session.”
In that case, analytics capacity helps retailers using the platform boost ROI by providing the data that lets them deploy chat strategically. At search technology provider Celebros, analytics are built into its platform to leverage the same natural language processing that powers its search, thus allowing site operators who use the technology to capture more meaningful information on customers’ search, browse and navigation behavior.
For example, in the case of an online jewelry store, a typical analytics package may report on click-through and conversions for search terms, with data for specific terms recorded separately for “watch,” “Rolex,” “diving watch,” and other related terms. “What’s interesting to ask is, how well are watches doing on my site as a category,” says Celebros CEO Michael Crandell. “For that you need natural language processing to group them together conceptually.”