Mapping Visitor Intent Data to Your Clickstream Data
Posted by Jeffrey Henning on Thu, Sep 25, 2008
While my blogger lunch at IMC 2008 was disappointing (only one other blogger at the table), one good thing came out of it: the other blogger told me that John Hossack of VKI Studios, and chair of the conference, was giving a presentation Mapping Visitor Intent Data to Your Clickstream Data.
John discussed how - when it comes to their organizations' web sites - most marketers know "The what people are doing, but not the why they are doing it". VKI has a custom service where they will deploy a popup survey intercept that asks a question:
Respondents' answers to this question are then integrated into the web site analytics of Omniture (today) or Google Analytics (coming soon) or WebTrends (coming later). All reporting is done by a customer's existing analytics package.
The customer can specify the percent of visitors who are intercepted with the question, but John says, "We won't let you intercept more than 90% of visitors, so that the remaining 10% can be used as a control."
Like VKI Studios, Vovici has heard a similar need from our customers, and from attendees of the IMC show and the MRA show in New York City this summer. We've packaged this into a product called WhyClicked, for which we've prepared a Flash intro:
If you don't like Flash, here are our WhyClicked screen shots.
We're glad to see VKI Studios evangelizing this concept. Behavioral analysis from web analytics is great, but integrating it with attitudinal analysis helps complete the picture of your site visitors.