For Customer Intelligence Professionals

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	March 29, 2010 How Web Analytics Will Emerge As A Cornerstone Of Customer Intelligence Using Site-Based Intelligence To Drive Multichannel Marketing Improvements by Joe Stanhope with Carlton A. Doty, Emily Murphy	Average: 9  (6 ratings)

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Executive Summary

Marketers today have a dizzying array of online and offline touchpoints at their disposal, but without a doubt all roads lead through the Web. For most organizations, Web sites, microsites, landing pages, communities, and other interactive properties are mission-critical for acquiring, retaining, and nurturing customers and other target audiences. By definition this reality makes the Web one of the most crucial sources of insight for Customer Intelligence (CI) professionals. To put that insight into action, firms must leverage Web analytics beyond isolated Web site marketing and operations to feed analysis, decision support, and execution for the entire marketing function. This report outlines the future trajectory of Web analytics technology and gives CI professionals pragmatic advice about how to use that technology as a foundational component for customer intelligence that fuels multichannel marketing effectiveness.

TABLE OF CONTENTS

• The Web Is An Underutilized Source Of Customer Insight
• Enter The Web Analytics Platform
• Web Analytics Technology Will Extend Beyond The Web Site In Two Phases

RECOMMENDATIONS

• Implement A Web Intelligence Hub For Customer Intelligence

WHAT IT MEANS

• The Emerging Web Intelligence Hub Sets Broad Marketing Changes In Motion
• Related Research Documents

This is an excerpt

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