The other day, my friend Chris pointed me to a new movie trailer. Sony Pictures is preparing to release a Web analytics movie starring Diane Lane, with a $57 million budget! Well kind of...
Actually, "Untraceable," which is set to be released nationally next week, is about a serial killer who triggers (no pun intended) actions based on site visits and behavior. The killer kills his victims, shown live in streaming video, based on how many people log on to watch the killing. The more people who log on, the quicker the victim dies.
The idea is online behaviors, in this case visits, trigger other actions. Yes, the movie's premise is far-fetched, but acting in real time based on visitors' behaviors on your site isn't.
How do you respond to different visitor behaviors on your site? Do you customize or change the experience? Do you make offline changes based on online behaviors? Most companies don't, but a few are starting to see the power of doing so.
A few examples:
There are better ways to take real-time or near real-time actions (online and off-) based on your Web traffic than those in "Untraceable." But too few companies are really leveraging them, despite their power. While not life in death, they can have a significant impact on your business.
One last thing on the movie. As a Web analytics professional, I was really disappointed to see the word "hits" used in the trailer. That word will never die!
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.
December 12, 2013
1:00pm ET / 10:00am PT