It's a Sunday afternoon and you've taken a break for a moment to do some online shopping. You see a particular item that is in stock from the online store but you would like to check the availability of a store nearby so that you can try it on first. You search around and no such luck. The company does not maintain those records. It's as if the online store is a separate entity itself. Or what if you are obliviously looking at men’s clothing, but the online advertisements keep pushing ads focused on the female persuasion. Does the website know something you don’t know? I hope not! Out of frustration, you turn off your computer and go back about your usual business.
Unbeknownst to the store, they have just lost a sale and possibly future sales from you as well. What happened? You didn’t find what you were looking for and nothing the web site offered pertained to you? Say hello to web analytics. Web analytics, say hello to your customer.
Web analytics is the collection, measurement and analysis of internet data. The premise is simple; one database with real time evaluation and interaction. The single database stores all the information pertaining to the products sold as well as all the information it has on its customers. Based upon current web activity, the information is fed to a program that determines what is appropriate for the shopper. If a customer is searching for women’s tops, then offer relevant ads that actually might interest the customer. Show banner ads that are complimentary to what is current displayed on the page. The goal is simple; learn more about your customer’s spending habits and get them to spend more money. The end result, customer get more of what they want and the company takes a few more dollars out of their wallet.
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