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Segment Visitors to Gain Actionable Insights

Posted on 7.04.2012

The ability to incorporate ForeSee surveys into SiteCatalyst isn’t exactly a new feature, but Adobe Genesis just announced an upgrade that expands upon the integration, improving segmentation capabilities and adding some automatic daily data transfers.

These changes will make it easier for users to navigate through their survey data and turn it into more actionable information that can be used to make their websites and marketing campaigns more productive.

Arguably the biggest improvement is the inclusion of automatic daily transfers of (up to 15) ForeSee survey dimensions into SiteCatalyst, which can include latent scores, such as Satisfaction, Navigation or Look and Feel, in addition to custom questions. With these items, users can create new analytics segments in SiteCatalyst.

Below is an example of how users can utilize these segmenting capabilities. It looks at the segment of respondents with “Very Unsatisfied Visits.” As ForeSee’s Satisfaction measures from 0 to 100, this group only represents visits that scored below 50.

This data narrows down those visitors that SiteCatalyst users are most interested in studying, so that they can attempt to find out what may be the cause of the visitors’ dissatisfaction. By studying things like the most common paths taken by these users, which site sections they tended to visit, where they’re giving up and what the effect low satisfaction has on conversion rates, site owners can use this information to optimize their sites (and increase conversions).

Version 2.0 will also include automatic daily transfers to ForeSee of SiteCatalyst behavioral data for survey responders, allowing users to select from over 40 metrics and breakdowns. This can also include custom props and eVars. This will allow for new, more targeted filtering options for ForeSee measurements.

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