Bridgeline

Transforming analytics into actionable ideas

By customizing web content delivery based on user profiles, an integrated analytics/CMS software suite can ensure that each visitor gets the most relevant and engaging content. The result: greater site stickiness, longer page views, and ultimately, improved website performance and ROI.

The bottom line: when analytics and the CMS are integrated at Level III, the analytics system can communicate directly with the CMS. The analytics software can tell the CMS about user behavior, and the CMS can then alter content delivery accordingly.

The optimal set-up for efficient websites is to integrate content management, analytics, and other site functions (e.g., email marketing, campaign management, etc.) at the user, data, and systems levels.

To achieve truly deep integration of analytics with the CMS and other web applications at all three levels – user experience, data, and system – it’s important that the web software be built from the ground up on a common platform or framework.

When analytics and the CMS are tightly integrated, the modules can easily communicate and share data in real-time. The CMS can then take appropriate actions, based on metrics measured and reported by the analytics package, to deliver more relevant and valuable content to users, where and when they need it.

And by providing site visitors with more persuasive content, integrated analytics greatly enhances the user experience. The result is greater user satisfaction, improved website utility, and greater success of web processed based on customer behavioral data.

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Customer-Centric Websites with Integrated Applications is published by Bridgeline. Editorial supplied by Bridgeline is independent of Gartner analysis. All Gartner research is © 2010 by Gartner, Inc. and/or its Affiliates. All rights reserved. All Gartner materials are used with Gartner's permission and in no way does the use or publication of Gartner research indicate Gartner’s endorsement of Bridgeline's products and/or strategies. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice.