Web Analytics: The Crystal Ball of Customer Behavior?

As published on the Aberdeen Group web site in April, 2007.

Web analytics provides a window into customer behavior, actions and intentions that can be harnessed to improve the customer experience and impact revenue. Recent Aberdeen research revealed that the predominant strategy identified by 44% of all online web sites is to use web analytics to gauge customer behavior and drive operational changes throughout their organizations. These online merchants will use analytics to deliver more personalized services (identified by 47% of C-level executives surveyed in the upcoming Aberdeen Report as a top strategy for making the customer experience easier and more profitable) and improve performance across three specific areas of the customer lifecycle: Attract, Convert, and Retain.

Click here to access a complete PDF of the report.