WEB ANALYTICS

Web analytics has evolved from simple statistics to encompass visitor analytics and behavioural targeting.

Introduction

The web analytics industry has come a long way since the very first analytics systems were launched in the mid 90s. Early systems were simple reporting tools that imported web server logs and displayed the results as graphs and tables. Today, most systems rely on page tags (small pieces of code inserted into the web page) which communicate with the vendor system each time a page is loaded.

Intellitracker was one of the first vendors to recognise that a page tag based solution can do much more than simply report page view statistics. With over 10 years of experience, Intellitracker is at the forefront of enterprise class web analytics and provides not just statistical reporting but also powerful analytics, segmentation and behavioural targeting. Users of Intellitracker Enterprise are able to answer questions they have not yet thought of. They are able to follow a line of thought to a conclusion without being limited by the system they are using. And most importantly they are able to put the results to work to drive their online business forward.

Web Statistics

There are now a number of prominent free of charge systems that provide simple statistical reporting of website usage. Many still use simple web server logs. Others use page tags but rely on simple tags that collect page view and visit activity only. Reporting is necessarily fixed and generally limited to daily, weekly and monthly reporting of activity.

Web Analytics

A true web analytics system is able to segment the stored information so as to allow the user to investigate and analyse trends and anomalies. Web analytics systems enable the user to analyse which pages are the most popular, where the traffic comes from, how visitors traverse the site. This information can be segmented by for example source, country or marketing campaign and the information viewed as needed or through scheduled email delivered reports.

Visitor Analytics

Comprehensive analytics solutions such as Intellitracker Enterprise have the additional ability to identify a visitor each time they visit a site and build up a profile of their activity. Users can analyse the search terms they have used, the marketing campaigns they have responded to and the activities they have performed. This lifetime view enables a user to understand the visitor’s propensity to buy a product or act in a certain way.

Behavioural Targeting

The ability to segment based on the activities performed by website visitors and to link this information to a delivery mechanism such as email enables marketing to be targeted based upon behaviour. Intellitracker Enterprise integrates with a number of email and CRM systems to enable targeted marketing based upon the campaigns responded to, search terms used, pages visited and activities performed. The response rates achieved are dramatic when campaigns are targeted in this way. This is the smart way to drive your online marketing.