Financial services companies have to deal with specific challenges in the field of web analytics, one expert has claimed.
Speaking to E-consultancy, Avinash Kaushik said that most web analytics data held by banks about people is anonymous.
Most visits to such sites will not enable such companies to collect names, addresses and other valuable information, Mr Kaushik noted.
He advised financial services companies to adopt "flexible and new thinking" when carrying out integration projects, in terms of design, data organisation and hardware.
"In other offline channels traditional data warehouse mindsets and approaches work OK.
But with your clickstream you will get a ton more data; a lot of it will be things you need to throw away and other parts of it will have holes," he pointed out.
As businesses evolve, a "holistic" view of customers is necessary and tough questions should be asked, Mr Kaushik said.
David Jackson recently wrote on E-consultancy that web analytics can be a good way to retain customers as the credit crunch exerts pressure on firms.
This news feed has been brought to you by Direct Response Limited, the award winners for e commerce solutions. For further information please visit www.drltd.com |
OUR PEOPLE
