Site Analysis tool life and death area of the weapon

One day, my friend Chris recommended a new film tracking product untraceable to me. Sony Studios are investing 57 million of dollars to launch a Site analytics tool-movie star Diane Lane.

In fact, the product will be launched next week, it will be a killer product, it can be based on site visits and behavior to make tracking. This product can kill "victims", display streaming media content, based on the number of visitors to watch. The more users logged in, the faster the "victim" died.

The idea is an online behavior. How do you react to different visitors to the site? Do you customize or change the Internet experience? Do you make offline adjustments based on online behavior? Most businesses don't, but only a handful of companies will try.

-Behavioral oriented advertising. Using tools such as Touchclarity, http://www.aliyun.com/zixun/aggregation/12338.html "> website experience" can be adjusted according to different visitor behaviors. For example, the system will be based on the experience of past users to analyze which is the advertising film, where does the visitor come from? They all click on what content and so on. Adjust the content of the Web site based on user access.

--a/b and multivariate testing. This is an obvious example, if you are carrying out a large-scale advertising campaign, you will run the three versions of the homepage (or more, if you are doing multiple tests). Site traffic is distributed evenly to three different versions. The winner gets some ad traffic based on the content that translates into the best content for a particular goal. Or get more than 90% of the traffic, and the other two version of the home page to get 10% of the traffic. Depending on the visitor's behavior, you can make an immediate decision.

--Online advertising. There is no doubt that this is the most mature case in four examples. For years, companies have been testing different, innovative banners or positioning ads, and adjusting them automatically based on performance. When the vast majority of advertisers understand that this kind of advertising can bring great benefits, it still can not operate on the site according to the way it should.

--Offline change. Imagine a large computer retailer selling online, through stores and catalogs and call centers. Online methods can quickly test new products and pricing patterns, and then add this practice to offline activities. A new computer can be advertised online in two different bundled modes, and the enterprise decides which mode to use in the next directory according to the performance of the advertisement. It can also test different catalog versions, online testing speed, and effective, can help companies launch new products, create ideas.

Based on site traffic, enterprises can make timely or near-timely action. But few companies are adjusting, though they are strong. Although this will not lead to corporate death, it will have a significant impact on the business.

(Original: January 15, 2008; compiling: Song)