I am extremely pleased to announce the launch and availability of WebJourney, our web behaviour analytics tool, following a successful period of Beta testing. WebJourney goes beyond the notion of traditional web analytics by providing valuable information on visitors’ interaction with content on a website and therefore, their motivation for visiting.

Websites are increasingly one of the most important sources of information for current and prospective customers, but many organisations treat their website as an online brochure, and few consider their websites as an integrated part of their marketing mix. In one of our recent surveys, we saw that 42% of respondents don’t yet incorporate any form of web data into their customer database, let alone web behaviour data. This is unacceptable in today’s competitive world, where online engagement is key. If organisations continue in this antiquated form of marketing, they risk alienating their customers from their brand. They need to adapt to the changing expectations of how their customers interact online.  

WebJourney is part of this evolution of marketing, where brands engage with each of their customers on an individual basis. With WebJourney, we provide contextual analysis based on visitor interaction with the content on the webpage e.g. via their page clicks, mouse scrolls, copy/paste, forward and back button etc. Customisable “experts” turn this into meaningful metrics and triggers for that organisation, then WebJourney feeds all of this information into a marketing database, enabling the marketer to determine how effective the links and content on their websites are.  And with appropriate permission this can be combined with other data for known visitors, such as their transaction history or preferences for communications in other channels, and used to drive improved engagement across the whole marketing mix.

One of the advantages of WebJourney that I am especially proud of is, its ability to allow marketers to measure the meaning of the content on their website. For websites driven by content management systems, WebJourney can analyse tags and report on which content is piquing the customer’s interest or not, as well as which keywords hold the attention of visitors the longest. Such data is beneficial to organisations in both their online and offline marketing campaigns and enables them to engage with customers based on what they were most interested in.

We have already received positive feedback from both our customers and partners that are already using WebJourney. Having the data, analysis and delivery all within WebJourney has enabled them to transform their website into a more engaging and interactive environment for their customers.

For more information on WebJourney and to learn how it can benefit your organisation, please visit www.alterian.com/webjourney.