Beyond Click Data
In addition to behavioral information, WebJourney collects details from the user such as the search terms used and referrer, screen resolution, IP-based location and business or ISP information. This data can be used to better segment users in the future or drive visitors to specific content that is more relevant to them.
Where online records can be linked to existing offline records, WebJourney provides a number of ways to create a permanent link between behavior in a browser and the offline information. Marketers can use this function for targeting online and offline marketing or for reporting on the website using any demographic information available in the marketing database.
WebJourney gives marketers the flexibility to track the level of detail that they need to make informed decisions about their programs. For pages that require very precise asset-level tracking, WebJourney provides the ability to explicitly tag the assets. For a higher-level view of the page while still capturing asset-level detail, the automatic option searches for all images, links and other resources on the page and tracks them automatically.
Anonymous, aggregate-level web tracking is effective in certain circumstances; but when you want to bridge the gap between anonymous and validated user-level tracking, WebJourney is able to associate anonymous session data with the known profile once a visitor is validated. Once the sessions are linked, all previous and future information is captured and related to the customer record.
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