web analysis & online integration david hudson commercial director intellitracker ltd
TRANSCRIPT
Web Analysis & Online Integration
David HudsonCommercial Director
Intellitracker Ltd
www.intellitracker.com
Drive - Don’t Run
[drive] v. drove, driven, driving
to move along or advance quickly as if pushed by an impelling force
[run] v. ran, run, running
to be in operation, to continue in operation
Agenda
• Single Customer View– Offline model (CRM)
– Online model (web analytics)
– An integrated view
Offline Model
Household
Contacts
Transactions
Online Model - Web Analytics
Page View Centric(Google Analytics)
Visitor Centric(Most Web Analytics Systems)
Page Views
Visit
Visitor
Visits
Views & Events
Contact Centric Web Analytics
Contact Centric
Visitors
Visits
Contact
Views and Events
A Visitor is a Device or Browser (and is NOT a person)
A Contact can use multiple devices
Online – Offline Integration
Offline Model Online Model
Visitors
Visits
Contact
Views and Events
Household
Contacts
Transactions
Available Information
• Geography - Country / Region (Town)
• Campaigns – Email / Promotions / Affiliates / Banners / Links / Offline
• Search Terms - Search Engine / PPC
• Forms – Business data (Site Search / Interest / Demographics)
• Content – Pages / Channels
• Calendar – Dates / Times / New / Repeat / Frequency / Recency
• Technical – Browser / Operating System / ISP / Organisation
• Commerce - Products / Values / Currency
• Inference:– Needs, Wants, Desires, Preferences, Affinity, Attitudes etc.
