PWA (Predictive Web Analytics) uses enterprise Web analytics and predictive modelling provided by SPSSâ Clementine solution. This allows companies to use customer data from the site to create complex e-metrics such as propensity to buy, likely length of visit and possible expenditure. Using these, companies can predict how visitors are likely to behave and create and deliver content and marketing campaigns accordingly.
The solution has been developed to enable companies to capitalise on the high volume of customer data that can be collected from a website. Complex information such as the specific route an individual takes round a site or the length of time they spend on each page is used to deliver an in-depth report into each individualâs behaviour.
"These days it is not uncommon for companies with an online presence to monitor consumer behaviour onsite but that is of limited value on its own," said Matt Cutler, vice-president, corporate marketing, SPSS. "PWA takes this to the next step, enabling you to use the data to predict the success or failure of a particular campaign or product and modify it accordingly."
"Most Web analytics solutions only allow you to look at metrics such as page impressions and click-throughs," continued Cutler. "This solution also allows you to access the data of most value to your company such as the profitability of a certain product, the chance of a particular visitor buying from the site or the most profitable position for a product."
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or Sophie Davis
Tel: +44 (0) 20 7802 2626