Landsbanki, a leading Icelandic financial institution, is rolling out web analytics across its network of external websites, which include offices and or subsidiaries in 15 countries in Continental Europe, North America and the UK. The bank is working with web analytics consultants, SCL Analytics, using Unica Corporation's Affinium NetInsight web analytics software to help gain insight into its customers' behaviour and to improve its online resources and banking services.
Landsbanki will also extend web analytics to its intranet to aid its internal communications and to ensure it is providing the right information to its 2,300 employees in the right format. Web analytics will initially help the bank to capture information on how its websites are being used and allow it to improve its online information and operations for the benefit of its customers.
"We are operating in a very competitive market as one of three major Icelandic banks," said SnÃ¦bjÃ¶rn KonrÃ¡dsson, head of Web development at Landsbanki. "Incorporating web analytics into our corporate strategy will help us to increase web traffic, to improve transactions and to ensure we are reaching our customers and opening our doors to new ones around the world."
The data provided by the web analytics software will also allow Landsbanki to better target its customers and potential customers with offers and incentives, both on and offline.
"We chose SCL Analytics and Unica for our web analytics project because it is easy to use and integrates well into our multiple data sources and business intelligence software," added KonrÃ¡dsson. Linking in customer data from our websites and in person transactions will allow us to better understand our customers and provide them with the offers, products and services they need whether they are banking with us online or in person."
"Web analytics will help Landsbanki to easily respond to what its customers want by providing information on how they are interacting with the bank online," said Alan Hall, managing director of SCL Analytics. "We are pleased to be working with them to cement their competitive position in the international banking community."