They then can make more intelligent business decisions and ensure they are getting the most out of their Web site investment. We wanted to give them insight into how their customers are interacting with their Web site. SurfAid Analytics gives companies business intelligence they can use to enhance the online customer experience and boost sales. For example, they can learn where their best customers are coming from, what they are browsing, how long they stay, whether they first visited co-branded or partner sites, or if they first clicked on external advertisements or Web sites. Using this information, companies can make strategic decisions about their Web sites and sales techniques.
Companies also can measure the impact of online advertising or marketing campaigns.
IBM technology transforms Web log data into business intelligence Companies subscribe to SurfAid Analytics on a monthly basis, working closely with SurfAid consultants during the setup phase to establish resource categorizations and facilitate all setup procedures. After the intial setup, the consultants continue to work with customers throughout the engagement by answering questions, processing data, and helping to interpret results. Then they store this information in an IBM DB2 database, or data mart, where companies can access it via a browser-based SurfAid interface. SurfAid Analytics' data mining capabilities enable companies to profile a Web site's users into groups based on niche behaviors, content affinities, and buying patterns. The benefit is faster, more reliable processors.