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DAILY NEWS
Oct 21, 2008 7:34 AM
Web Analysis Tools Target Online Hearts and Minds
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Online marketing campaigns to win the hearts and minds of website visitors are better armed for battle with new tools said to transform open-ended feedback into actionabale intelligence.
iPerceptions Inc., a Web-focused VOC (voice of customer) analytic company with offices in Toronto and Montreals, has introduced four new reporting and analysis tools designed to effectively mine customer feedback for business insights.
The company says marketers can quickly and easily drill into critical areas of verbatim customer feedback like term frequency, concept frequency, and concept concordance and, for the first time ever, associate qualitative open-ended comments to quantitative Web experience ratings. As a result, marketers gain an important new source of actionable intelligence that can be used to improve overall sales and loyalty.
"Traditional clickstream data will never help marketers answer the 'why' behind customer behavior," said Jonathan Levitt, vice president of marketing at iPerceptions. "Instead, marketers need to ask their customers the right questions and listen closely to the answers. In fact, open-ended feedback from customers is the place that can yield the most insights, but this feedback has always been the hardest to manage and analyze. We're very pleased to roll out the industry's first tools that allow marketers to derive very specific business insights from the free-form comments and opinions from their customers."
"Voice of customer analytics has always been a critical area for interactive marketers and, as always, a very important topic at this year's eMetrics Marketing Optimization Summit," said Jim Sterne, producer of the conference and chairman of the Web Analytics Association. "iPerceptions is making great strides by allowing marketers to transform millions of pieces of open-ended feedback into real business intelligence. These insights are an important complement to more traditional web analytics data and a must-have for marketers looking for a true view of their customers."
iPerceptions new reporting and analysis tools include:
Term Frequency This tool is designed to find customer feedback associated with particular terms of interest. The tool aggregates unique terms over time and presents them back to the analyst sorted by frequency count or alphabetic order. By selecting the terms of interest, the tool then allows the analyst to pull the full source comment and sort the feedback by visitor group or time frame.
Concept Frequency This tool is designed to find concepts of interest within the customer feedback, as well as to track the top 20 feedback concepts over time. This tool links related terms together for a wider look at particular issues of interest. In addition to having similar capabilities to the Term Frequency tool, this tool is based on concept libraries that can be accessed online.
Concept Concordance This tool is designed to quantify and trend the issues related to the main concepts in the open-ended feedback, thereby helping marketers uncover context and meaning over time. As an example, when the concept 'Difficult' is present, 55% of the time it is related to the concept 'car configuration' and 35% of the time it is related to the concept 'find'.
Feedback mapped to iPSI Attribute ratings - This tool is a patent-pending innovation that ties qualitative open-ended feedback to quantitative ratings of the web experience. The end result allows you to select any Attribute rating for any user group segment for a particular timeframe and instantly pull the open-ended feedback from this sample that is most related to the rating in question. For example, if an e-commerce site sees a substantial drop in satisfaction for its internal site search tools, they can simply click on the Attribute score and drill right down into the open-ended comments that are most relevant.
iPerceptions is a Web-focused Voice of Customer analytics provider. Its webValidator Continuous Listening solution and Proprietary iPerceptions Satisfaction Index (iPSI), turn thousands of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions' clients include such well known brands as InterContinental Hotels, General Motors, Dell Computers, Hyundai, LG Electronics, Choice Hotels International, BMW and Monster Worldwide. iPerceptions has offices in New York, Toronto, Montreal and London.
