Our Customers in eCommerce like eCommerce Managers, Online Marketeers, Marketing Managers and Database Marketing Managers are all facing the same challenge to maximize the conversion on their websites. Questions that they are asking Crystalloids are:

"How can I attract more visitors to my website?"

“How can I recognize my customers online?"

“How can I personalize my website?"

“How can I track my online campaigns?"

“How can I convert more visitors faster?"

The answer to these questions is embedded in our Web Intelligence Solution.

Web Intelligence is a combination of web analytics and business intelligence that uses Advanced Analytics to understand and optimize visitors’ usage of the website. Each visitor is an opportunity to improve the value of your website, but only if you are able to make the right offer at the right time.

Web Intelligence is the key to provide the necessary knowledge on visitor behavior on the website. It is the process of collecting web data, analyzing visitor behavior, exploiting visitor knowledge and tracking campaigns.

Collecting web data

Vital to Web Intelligence is data of all your visitors. The more data you collect on your web visitors the more knowledge you gain on these visitors.  This collecting can be done using your own weblog containing the raw logging of pages requested on your web server or using a separate system like Google Analytics.

Collecting this data alone is not enough. It needs to be transformed in what we call a 360 degrees enterprise view. The enterprise view contains visitor and customer characteristics to provide a total picture of the visitors. Examples of customer characteristics are age and gender and more advanced characteristics are average spent per visit and number of days since last transaction. An enterprise view can range from 100 to 1000 or more characteristics, depending on the complexity of the organization. Having an enterprise view enables you to analyze the behavior of your customers.

Technologies that we use to collect customer data are databases, data warehouses, ODS (Operational Data Storages), ETL (Extraction, Transformation and Load) and SOA (Service Oriented Architectures).

Analyzing visitor behavior

Past visitor behavior is the best prediction for future visitor behavior. If you want to predict which visitors are looking for a specific product you can best look at your visitors that already bought that product. Not to sell them another one, but to find lookalikes that do not have that specific product yet. Can it be that simple? Yes, if you have the necessary requirements: a 360 degrees enterprise view, advanced analytical applications like Predictive Analytics and skilled employees, you are able to turn visitor behavior into visitor knowledge.

Technologies that we use to analyze visitor behavior are advanced analytical applications like Statistical Analysis, Forecasting and Predictive Analytics with techniques like association, classification and segmentation.

Exploiting visitor knowledge

Visitor knowledge alone is not enough, it must be made actionable. It must be used to attract high-quality traffic to your website, to provide the right information in just a few clicks and to convert more visitors faster. For example for search engines to be effective in sending visitors to the right pages on your website you need to optimize the content of each page. An important aspect is to match the right keywords with the right content on each page of your website. This is an ongoing process that requires continuous analysis of the search traffic to your website.

Technologies that we use to exploit customer knowledge are search engines, web analytics, web advertising and real-time decision management.

Tracking campaigns

It is not only important to know what your visitors do on your website, but it is also important to know how they found your website. Having this information helps you segment your visitors based on the traffic sources they use to get to your website, such as search engines, referrals or even direct marketing campaigns. Some of these sources use their own tracking but for analysis purposes it is important to track all sources in the same manner. As explained this can be done using your own weblog or using a separate system like Google Analytics.

Read more on Web Intelligence in Our References.