Web Analytics Channel Optimization

For most Semphonic clients, the Internet is just one piece, and sometimes a small one, of their overall customer acquisition and customer contact strategy. This often overlooked fact has a dramatic impact on how to measure the website and what types of actionable programs the website can support for better website ROI.

Some of the most important channel optimization strategies include:

• Lead Qualification: Adding Level-of-Interest and Type-of-Interest codes to web-generated leads based on site behavior can dramatically improve the impact of 2nd level contacts.
• List Generation: Creation of lists based on web site magic moments (e.g. Trading Customers use the Public Site to check out 529 Plans or Home Equity Lines of Credit) greatly increases the number of leads generated by a content-rich website.
• Call Center Integration: Tying Call Center data to online support programs makes it possible to measure online support effectiveness, identify gaps and support problems, and establish online ROI.
• Dynamic Site Tuning: Measurement and segmentation can combine to identify high-value prospects and feed visitor cookies back to a dynamic serving engine. This strategy is especially relevant for content-rich sites with a longer sales cycle.

Semphonic's focus on the business value of measurement leads us to believe that most web analytics vendors and implementers have focused on the wrong types of problems and ignored channel integration opportunities. We have consistently found that these integration opportunities provide higher ROI and business impact from measurement than standard site tuning.