how to measure, analyze and interpret users’ behavior patterns online, based on metrics and on the life cycle of the online customer. How to set up and use a control panel to evaluate the status of the site and the progress of your online business.

The purpose of this phase is to extract as much information as possible about the online behavior of our visitors in order to enhance all of the phases of the customer life cycle. How can we measure and evaluate the behavior of visitors to our site? What information can we exploit in order to optimize the layout of the newsletters, the online conversion process and our keyword advertising campaign?

Phil: "We have created a system that allows us to monitor the direction and volume of the flow of visitors passing from one channel to another. Take a look at this diagram: you’ll see that a large part of the relevant hits on the site translate into visits to the store and also that we are successfully converting mail orders into online orders.”

Pat: "That is a very significant trend, since the cost of preparing, printing and sending the paper catalog is 10 times higher than the cost of sending customized offers on products and services via an e-mail newsletter."

eo: "And, thanks to profiling, you get a much higher response rate than you would normally achieve with a direct mailing campaign.”