In order to remain alive in the competitive era, every organisation needs to get the most out of their web presence and develop profitable one-to-one relationships with their customers.
For example, web analytics are increasingly being applied in the finance sector to better understand the behaviour of consumers within websites and measure a visitor’s journey and habits through a site. This intelligence can be used in a number of ways including measuring the return on investment of online customer service sites to growing online bank accounts, increasing cross-selling and improving the effectiveness of company portals.
Effective analytics also help integrate all your offline marketing activities with your online programmes providing a good overview. NS&I (National Savings and Investments) recently began applying web analytics to help them better understand their customers and maximise the return of its marketing campaigns.
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