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The consumer data streams
can start with an enterprise’s website, but the tapestry of behavioral analytics can include chat, transcribed phone
calls, email and other transactional databases. At the lowest possible level consumer behavior can begin
to be captured at the Web sever log files. The most potpular log analyzing software and services are Google/Analytics,
WebTrends, Yahoo! Web Analytics and Lyris ClickTracks.com. For behavioral analytics log files can be used to track the movements and the return of website visitors. Log
files can also be configured to create a unique identification number known as a cookie which can be linked with other
enterprise databases. A cookie is a small text file that is used for tracking consumer clickstream behavior.
A cookie typically contains the domain, a lifetime date, and a value, usually a randomly generated unique number for
deep link tracking by the issuing website. As with all behavioral tracking
cookies cannot be used to identify consumers: behavioral analytics is a reaction to behavior not individuals –
privacy is not an issue. Cookies allow an enterprise to recognize consumers when they return
to their website by responding with targeted content or services. For most purposes a website setting a
cookie does not need to know the identity of the consumer - it just needs to remember the browser prior
visit. To learn more about cookies go to cookiecentral.com. Marketers and enterprises have the option of writing personal information about consumers
to a cookie gleamed from registration forms as long as it is stated in the website privacy policy. If personal
consumer information is stored in a cookie it should be encrypted to protect the privacy of the consumer. The
use of cookies for behavioral analytics is totally in control of an enterprise, so that their website may create a cookie
with unique but anonymous content; or on the server side they may create a file that logs that anonymous content alongside
any personal information that consumers have provided, such as their zip code, or the type of product, service or content
they prefer via the completion of a registration form. Registration forms can be used
for creating dynamic databases and are excellent marketing engines, they should solicit enough information for segmentation
analyzes along product
lines and demographics, such as a ZIP code, forms can be built using Perl, PHP, CGI, or commercial
software. The information solicited from online forms can be linked to a unique cookie random designated consumer identification
number, enabling an enterprise to associate the behavior and purchasing values of customers. The following websites provide
information and software for the creation of forms: Regonline.com and Formsite.com. Web and email beacons, also known as bugs and clear or invisible GIFs can also be used in combination
with cookies for behavioral analytics of consumers. A beacon is typically a transparent graphic image –
a 1 pixel x 1 pixel that is placed on a website or in an email. Beacons allow enterprises to record the
behavior of consumers, they also can track the consumers IP address, timestamps, and the existence and content of cookies
previously set by their website. Beacons are vital mechanisms for behavioral tracking and reporting and depending how they are created
can tell an enterprise how consumer arrived at a website, what purchases were made and total sales to those customers.
Beacons can also be used to track emails, to find out what recipients opened them and what URL links were clicked on.
Beacons can also be linked back to personally identifiable customer profiles and accounts. Beacons can
be used in conjunction with cookies and registration forms for behavioral analytics. It is important for
enterprises to fully disclose the use of cookies and beacons enabling consumers the option of opting out. These
Internet mechanisms however optimize and enhance the customer experience by targeting offers and content consumers are most
likely to appreciate and desire. JavaScript tagging is increasingly the major
method of collecting behavior data streams. Putting a few lines of JavaScript code in a page can instantly
tag the entire website – the reporting can be outsourced to an ASP vendor. Page caching by server
farms such as Akamai Technology is not a problem for JavaScript tagging. Special reporting tags can be placed at carts, checkouts, order confirmation pages to capture and
report on number of products purchased, order value, inventory control and other revenue metrics. The one
caveat about JavaScript tagging is that it is that they collect consumer behavior data on the browser side rather than the
server side – if your strategy requires storing consumer behavior data on your servers – tagging will not work
for you. The point is that by combining the tracking clickstream data streams created by these Internet mechanisms with
offline demographics enterprises and marketers will be more precise in their marketing efforts.
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