Bridgeline

The bottom line: a customized web experience

Implementation of integrated analytics can contribute to the rapid achievement of many of Gartner's best practices including:

Coordinate responsibilities for the entire customer experience – based on accurate measurement of who customers are and what they are interested in.
Determine your website's top goal and the metrics that define goal achieved – with analytics precisely measuring that metric in real time.
Model the success of web processes on customer-provided data – derived from the actions of customers and not merely what they volunteer to tell you.
Deliver relevant and focused advice and offers in real-time – customizing each user's experience according to their action-based profile.
Create dynamic, relevant website content – and serve the dynamic content to each customer automatically, in real time.
Listen to the customer community – again, based on actions taken while visiting the site, and not on surveys or user commentary.
Make the website fun and rewarding – with content and offers tailored to each customer's interests and preferences.

In his Gartner report, Mr. Maoz advises: "Examine the cost and benefit of moving from static content delivery, not unique to a specific visitor or customer segment, to a practice of optimizing content delivery to customer wants and needs. Don't forget mobile customer processes and how they link to the Web."

Integrating content management with analytics enables relevant content to be appropriately driven to individual visitors based on wants and needs. When eCommerce and analytics are similarly integrated, you can deliver to the customer a personalized shopping experience as well. Bottom line: increased sales, revenues, and ROI.

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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.