Through the collection of existing and new data we start building our customer’s experience improvement to-do list. For each engagement, we have a unique set of challenges to overcome, and knowing where to look and what to look for is half the battle. Some metrics of importance may include Single Access Ratio (SAR), and Segmented Conversion Rate (SCR), while other cases focus on navigation paths and content engagement.

We place a premium on this web intelligence including the collection, measurement, and utilization of multichannel digital data to drive customer experiences. It is important to use the right web analytics platforms to help track campaigns and complex customer interactions across digital touchpoints, attribute the impact of activities on the business, and continuously optimize tactics and strategies.

Our favorite platforms include:

Adobe. Adobe continues to maintain the largest enterprise web analytics footprint of any vendor. The Omniture Business Unit continues to grow its business and execute on a broad product development strategy. Recent updates to the core SiteCatalyst product and strategic expansions into social media, audience measurement, and data management show a deep commitment to providing a comprehensive suite of products to support the analytics and execution of digital marketing.

Google. Google Analytics is the world’s most popular web analytics tool — and it’s free. Google
continues to enhance Google Analytics with regular product releases, a substantial ecosystem of
certified partners, and the cultivation of a massive and dedicated community of users. Google
redefined what a free product can be, and although some enterprise features are limited, Google
Analytics provides reporting, segmentation, and usability that offer unparalleled value. There is also the paid Google Analytics Premium.