The New Digital Environment

Nowadays, when we are talking about Web Analytics, we should have in our mind that this new discipline is the largest field and not only including the audience sites measurement, but also all information related to them.

I usually say to my team that we are working with Digital Analytic, in other words, on each new project we have been thinking that is, what each consumer contact point with our brand and what the site role on this environment. The site can be institutional, informative, content provider, entertainment, lead generator, retailer, client care and relationship, among other functions. Thus, is essential to understand as it relates to others brands contact points (TV Campaigns, Print Media, Radio, Social Media, etc) and how I can integrate them on data repositories as CRM, DBM, ERP and others.

Currently, the challenge is to transform our web analytics tools which has a restrict view to into the site on Digital Analytics. Understanding the consumer behavior in our site is essential, but not sufficient. I stress the need to understand as this client relates and interact with the brand. We can be prepared to create the system that allow us to have a deep knowledge that costumer and lead behavior based on different information sources. The picture below shows, the simple way, this new environment:

The first step to this position changes is to know that in your company there are many different data sources that are related with our site. Map these sources, talking to the responsible people and discover what difficult degree to create the routine of changing of information between these data bases. Describe the time, effort and necessary costs to integration and remember the design that is expected to return.

Every time that you propose challenges, is so important that you expected a return of your project. For then, you can create “monetization models”, in other words, show which the ROI that will be achieve through proposed changes. For example: on client care site that the costumer doesn’t find the necessary information and after that he calls to the call center. The average cost call is US$ 3. So, if we reduce 20% of the number of calls, which reducing cost will achieve after one year? How long the investment made by integration is paid? Which the improvement on costumer perception caused by having you doubt or problem quickly solved (try to quantify in terms of time, of relationship and projected revenue)? With the monetization models you can know the impact of each challenge and you may create the priority list of integration.

Concluding, each information is on its place, but alone and separated doesn’t create value or intelligence for the company. Isolated information is cost and cross information if correctly analyzed can be transformed itself on profit, for the company, and growth and development for your area. Make good use of monetization model and transform your web analytics tool on Digital Analytics.