Essay - Web Analytics Introduction Web Analytics are Critical for any Web-based...

Web Analytics

Introduction

***** analytics are critical for any Web-based strategy as they provide the necessary insights and intelligence for continually evaluating, augmenting and improving both online ***** offline strategies. As companies adopt multi-channel b*****ed approaches to attracting, selling, and serving customers the need for gaining insights into consumer behavior, generated primarily online, is critical. The value of web analytics is in ***** the essential consumer behavior data and insights to enable marketing strategies executed online and *****fline to be synchronized with each other (Beasty, 2006).

Web Analytics and Online Selling Strategies

***** extensive use of up-selling and cross-selling, so prevalent on websites in the last few years and now fueled by increased intelligence from web *****, is making predicting which products and service customers want is now practical (Phippen, Sheppard, Furnell, 2004). As entire industries *****gin to adopt ***** analytics, most notably ***** electronics, its essential ***** have the insights they ***** to achieve competitive parity (Wind-Mozley, 2008).

Examples ***** this include the continual competitive ***** of Dell, Gateway, HP and IBM and *****ir use ***** web analytics to more precisely tune up-sell and cross-sell options offered to customers *****. Dell's initial development of an online product configurator was initially seen as revolutionary, yet today everyone has ***** functionality. What has become revolutionary however is the ***** HP makes of the customer data ***** have on printer customers, PC customers, and those purc*****ing ***** ***** from them. HP has a per*****nalization option that allows for customers to entire in their contact **********mation and ***** or PC registration. From this *****, HP creates cus*****mer relationship management strategies (Beasty, 2006) ***** ***** specifically targeted to the preferences of each cus*****mer group. This ensures a high degree of relevancy f***** ***** message sent to HP customers, thereby driving up online sales ***** supplies, complimentary products ***** even replacement products. HP also uses this information to create a Master Data Management (MDM) to create a 360 degree view of their customers *****nd fine-tune *****f-line marketing and selling strategies as well. The coordination of ***** and offline strategies for *****, selling and serving customers is made possible with web analytics. Dell ***** and IBM are also actively using web analytics to support their post-sales upgrade and services selling *****. *****se analytics give these ***** the opportunity to finely tune offers to specific audiences in larger segments. This micro-targeting of consumers is making it possible for Gateway to be successful in ***** flat screen televisions for example, ***** addition to digital cameras. Web analytics has made it ***** for these companies to define entirely new product line extensions as well.

Summary

As multichannel ***** requiring synchronization of off***** and online strategies, web analytics are cr*****ical for ensuring both are b*****ed on solid insights. The future of web ***** is *****coming more intertwined ***** customer relati*****ship management strategies is evident, ***** their practically ***** been proven in the consumer electronics industry in ***** to many **********.

References

***** ***** (2006, December). The Wow of Web *****.