Unlock Your Customer Insight Through Web Analytics
Web analytics has become a core tool for any marketing team wanting to track customer behavior on site, however whilst they provide vital information in isolation, are the current range of web analytics packages holding back marketers from developing an effective 360 view of their customer?
Enterprise iQ recently published a blog post (linked below) discussing the untapped value of web analytics data, and some of the challenges and opportunities that brands face with their utilization of this data.
Brands are sat on a gold mine of user data but are not using it to it’s full potentialmedium.com
In this post we’re going to explore the concept of understanding on site behavior at a user level, in a little bit more detail.
Before we dive into the technical details of this implementation, what are the benefits of being able to access log level data from web analytics?
At a high level, by accessing on site data at a user level, a brand is able to be more granular and flexible within its analysis and deployment of the data sources. One specific method of utilizing this data is by enriching with other data sources sat within a company.
By extracting a customer ID via a web analytics platform and mapping this back to an internal CRM system or customer database, a brand can better understand the user who has exhibited specific actions on site. All of which can remain non-PII by utilizing customer IDs, rather than explicit customer names and e-mail addresses.
For example, for a retail brand, understanding all the previous purchase history of users who visit an offers page, may allow a brand to update their content with more relevant products, based on the type of user they are seeing visit this area of the page.
This current level of data extraction isn’t available through platforms such as Google Analytics, which offers a more aggregated view of a consumer across devices through their User ID functionality.
So how can brands develop this level of granularity through their web analytics?
At Enterprise iQ we utilize our advanced pixel technology to enable brands to pass through their client IDs, as part of a web analytics feature within our analytics technology AiQ. We’re able to implement this functionality on a page where a brand is passing back a unique cookie or user ID.
Our data pipeline technology allows us to ingest this user level data in real time, as well as disparate data sources from elsewhere within a brand’s business such as CRM, customer databases, call center records or media data. AiQ allows brands to on-board these data sets, and connect to their web analytics, joining non-PII customer ID records to develop a more holistic view of customers
By extracting on site user behavior at a log level, not only can brands build up a more detailed view of their customer’s, they also have more flexibility in developing custom segments of users from multiple inputs, e.g. CRM and on site behavior to help personalize user experiences.
Having developed a 360 view of the customer, data discovery and predictive modelling, can be deployed to understand the key drivers of positive business change — users progressing on site, becoming new customers or driving repeat business.
We believe this is the next generation of analytics, where brands are effectively developing a more rounded view of their customers, by merging web analytics and other internal data sources, and modelling to unlock business changing insight. Furthermore, when on site analytics data is mapped to internal user data, the wealth of activation points increases — meaning that brands can make their insights truly actionable.