Going beyond today's Web Analytic Tools

Not only are these tools cumbersome to work with, they do not take into consideration the convergence of the customer's experience across the enterprise. If your customers deal with you at various points, from your call center to your retail store fronts and across your various business units, then there is a gap between what you know they do on your web site and what they do when using your other channels.

The effectiveness of your web site needs to be analyzed in the context of all you know about the visitors. Therefore you need to understand, anticipate and react to the visitor actions:

	Identify visitor behavior and experience;
	Discover Website strengths and weaknesses;
	Understand user self-service needs;
	Analyze e-commerce trends.