Wednesday, February 3, 2010

Web Analytics Integration - Google Analytics and Omniture SiteCatalyst

Monitoring web traffic to your company website is key in determining how well your marketing campaigns are doing and gives you key opportunities to study your customers profile and interaction on your site.   Survey Analytics is taking this concept and have added integrations for both Google Analytics as well as SiteCatalyst. The basic premise is to combine behavioral data (Web Analytics) with choice data (Surveys.)With this integration, you can hydrate your Web Analytics platform with data collected via surveys.

Simply put: You can now review your customer survey answers and compare behavioral data all at the same time!

Here are some scenarios that this can be used:

a) If you are an e-Commerce platform - you live and die by Web Analytics. Lets say you are running a survey that probes into "abandonment" - i.e users leaving their shopping cart or canceling their service. With the survey->web analytics integration you can update your Web Analytics with information about the user (their Demo for example) as well as their "reasons for abandonment"

b) System of Record - In most cases your Web Analytics platform is your "System of Record" for web behavior. Most Web Analytics platform already integrate with ad-delivery platforms like Google, Yahoo etc. on the front end. With the survey data from the back end going back into the system, you now have the ability to cross-segment marketing efforts with specific demographic (or any questions that you ask over the survey) data.

Detailed Help:

Google Analytics Integration:

Omniture SiteCatalyst Integration: