MicroStrategy Business Intelligence Solutions
Web Site Reporting & Analysis |
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Companies study web site visitor activity
to understand customer and prospective buyer interests, improve Web site
design and navigation, and increase the profitability of the online sales
process. By tracking and analyzing Web traffic patterns, site navigation,
page views and transactions, online marketers can design more compelling
web sites and give visitors better incentive to buy and return. With the
low switching costs present on the World Wide Web, companies know that
a visitor's experience must offer enough value to induce repeat visits.
Companies rigorous in their analytical approach to online merchandising
and/or sales are realizing lower marketing costs, higher online revenue
and improved customer loyalty.
| Web Site Analysis Business Challenges & Solutions |
| Investigate online visitor behavior trends to optimize Website design |
Website design must be optimized to induce specific visitor actions, for example, completing checkout once items have been added to a shopping cart. BI allows paths of interest to be defined and tracked, related pages to be grouped into a single defined interest area, and customer data to be combined with Web traffic data to better understand the behavior of particular visitor segments. |
| Combine offline and online customer detail to uncover marketing opportunities |
Combining Web log information with customer information from other corporate systems provides marketers a unique opportunity to connect customers to page views, allowing offers to include items specifically known to have been viewed by the customer. Business intelligence not only enables this identification process, but automatically creates and delivers targeted offers through the Web, email and wireless devices.
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| Understand marketing campaign effectiveness through tracking of online results |
Marketing campaigns with Web-based calls-to-action can be effectively tracked near-real-time through Web data analysis. Email,Website, and other banner ad campaigns tagged with campaign identifiers can be tracked from click-through to response to closed sale. Understanding the relative effectiveness of list targets, creative design, and offer content allows marketers to optimize their marketing spend.
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| Provide real-time alerting of Web traffic performance indicators and anomalies |
Website managers must be notified immediately when a Website goes down. Other traffic pattern and transaction changes can indicate navigation problems, merchandising errors and personalization errors. BI provides statistical measures of traffic, conversions and page views relative to average for a defined time period and automatically alerts managers of anomalies based on predefined thresholds.
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Applications of Industrial-Strength BI White Paper