Web Analytics Database Marketing

Many of Semphonic's clients don't book orders on the web. If you're a top tier, bricks and mortar company, chances are the web is just one piece of the overall sales puzzle. We've found the best opportunities for helping our clients optimize their web channel don't involve tuning order processes or identifying bad paths (which, by the way, doesn't work).

Websites are often great at helping a business identify current interests, sophistication, and value of an existing customer or prospect. Semphonic uses web analytics as an enabler to help businesses drive value from the web channel. So, instead of focusing on page views and durations, we focus on providing back office systems key information like:

• A quality assessment of a generated lead
• An interest profile of a generated lead
• A list of customers hitting a "magic moment" for product interest
• A list of customers changing their product profile interest
• A list of customers seeking information about additional products and services.

Almost every web site used for lead generation can be dramatically improved in terms of overall performance by integrating these types of list generation and lead assessment into the CRM process.

If this doesn't sound like the kind of web analytics you've been hearing about, that's no surprise. We cut our teeth as a consultancy working for Visa and American Express building credit card marketing and analysis programs. In our world, analytics are supposed to support marketing programs, not coffee cups.