Our Next Challenge: Turning a Firehose of Data into a Trickle?
February 20th, 2009 by adminI was looking through a Coremetrics white paper today entitled Optimizing Your Marketing Mix in a Down Economy and was struck by the sheer amount of website interaction data the Coremetrics platform tracks:
• Every web page viewed by visitors
• Specific paths that visitors take through key site processes
• Web page point of entry, navigation path, and departure path taken by visitors
• Every banner ad, email campaign, affiliate link, search engine keyword (paid and organic), blog, news article, and any other source that brings visitors to the web site
• Every product, room, flight, or merchandise item that visitors click on, view, or interact with, and reserve, book, buy, or abandon
• Every newsletter signup, customer registration, and opt-in identification action taken by visitors indicating that they wish to be contacted
• Every important attribute of the visitor’s browser, including screen resolution, plug-ins, time zone, language, IP address, and domain name
Clearly the problem of collecting and storing customer/website interaction data has been solved. The real question in my mind is how can we reduce all of that data to the 3-5 things that really matter?
The current generation of web analytics has been focused on capturing data along as many dimensions as possible and it’s succeeded. I suspect the next generation of analytics will be tasked with figuring out which of it is important and which is just noise.
Tags: Coremetrics, data overload, Web Analytics
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