Bridgeline

User profiles tell you what visitors want

At Level I and Level II, the person reading and interpreting the analytics report has to instruct the people creating the pages on the CMS to make changes. So any "communication" between the analytics package and CMS is manual and requires human operators.

With true content-delivery integration, the analytics package can automatically assign user profiles to visitors based on their website usage and activity. On a financial services site, for instance, visitors reading articles on ways to enjoy retirement might be placed in a group called "retired," while those reading content on saving enough money for retirement can be placed in another user profile called "pre-retirement investors."

Once the analytics software assigns user profiles to visitors, the CMS can extract the profile assignment in real-time and drive appropriate content to those users as they navigate the site. For instance, a "pre-retirement investor" might be served a page on 529 programs, while the "retired investor" is served content on estate planning.

Now let's say users click on a "Contact Us" or "For More Information" page. The younger investors, those planning for retirement, might be served an online response form for requesting a quote or more information. The older investors, those already retired, might be sent to a response page that features the toll-free phone number prominently.

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