From Lead-Quality Assessment and Customer Behavioral Segmentation to Call-Center
Integration and SEM Channel Optimization, most web analytic consultants haven't even discovered, much
less understood, what matters to online measurement in Financial Services.
Web Analytics for the Financial Services Vertical
With complex sites, long-sales cycles, heavy-operational components and massive
customer data integration headaches, your challenges aren't like anyone else's. Our deep personal backgrounds in Financial Services and our long-term
engagement with industry leaders have transformed our understanding of the role of web analytics and online measurement. And
we can help bring your own effort up to speed in a hurry.
Key Programs:
Functional Analysis - Complex multi-purpose web
sites create visitor segments and navigational patterns that can be extraordinarily confusing.
Functional Analysis breaks your site into key functional pieces and analyzes the performance of each
in terms of what they're supposed to do. It will dramatically improve your understanding of how well
your site performs for key segments.
Lead Assessment - No part of a lead generation
program is more important than deciding how much of what kind of follow-up is appropriate and
optimal. Careful assessment of site behaviors can be used to build predictive models of lead quality
and optimize contact strategies. No piece of web analytics is more important for a Financial Site
focused on lead generation.
Data Integration - All the really valuable things
you know are stored in your customer data warehouse not your web analytics system. SaaS analytics
may be great for management reporting, but when it comes time to actually use the data, you're missing all
the really important stuff. We can show you the best ways to move data out, aggregate it, and use
it in your traditional warehouse and analytic systems.
Behavioral Segmentation - Sophisticated neural
segmentation will transform the way you think about using VOC and online data together and, when done right, can effectively
drive your entire online marketing effort.
Analytic Reporting - No industry is better suited
to our pioneering systems-based approach to manangement reporting than Financial
Services. Analytic Reporting fits the style of sites and the management culture in Financial Services
perfectly, and will transform the quality and impact of your online reporting.
Call Center Integration - Some of the biggest
wins on the web come from moving customers out of traditional call-center contacts and into the online
world. We'll help you figure out how well you're doing, which customers can be safely (and profitably)
moved, and how big your returns actually are.
SEM Channel Integration - Financial Service sites
are particularly prone to misuse of Search Engine Marketing, where difficulties in attribution often lead to
fundamental mistakes in channel usage. We pioneered the field of SEM Analytics and we'll help you
sort out the confusing welter of campaigns and attributions in ways that actually make sense.
