While many of our clients use analytics applications to support their WCM projects and e-commerce initiatives, other clients not yet using analytics often ask what value can be derived from doing so. The answer depends on the purpose of the client’s website.
For online commerce sites, analytics functionality can be invaluable in that it allows companies to track user behavior on the site and to correlate user behavior with conversion rates, average sales prices, and other useful sales metrics. The bottom line is that analytics almost always increase online revenues. Analytics can also be of great value to non e-commerce clients by enabling them to monitor content consumption rates and to gauge the relevance and effectiveness of content through the analysis of consumption patterns. This naturally makes analytics (sometimes built into “campaign management” modules) indispensable to marketing professionals interested either in optimizing content dissemination on information-based sites (“content portals”) or in maximizing profitability on retail sites.
Please join us on May 8, 2008, at 1:00 p.m. (Eastern), for a webinar sponsored by Bridgeline Software entitled: “Marketing Trends: Enabling Intelligent, Analytics-Driven Content.”

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