Blog: financial services

Showing blogs: 1–4 of 4

Web Analytics for Financial Services

Dec 3 2009

In a previous blog, I had discussed how financial services companies should use web analytics tools. In the past few weeks, I've had discussions with a couple of our financial services clients and found that while many are trying to use Web analytics to address business challenges, they are struggling with some challenging technical implementation issues.  This blog will focus more on the technical side of web analytics implementation and offer up some key best practices.

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How Financial Services should use web analytics

Sep 8 2009

Financial services firms are shifting to a more sales-centric mode. With this shift, companies should invest in tools to help them understand how Website visitors engage with and use content. Web analytics tools can be used to measure site effectiveness, determine site priorities, and develop the optimum sales purchase path. Unlike e-tailers, where conversion equates to a purchase, financial services firms traditionally struggle to co-relate web activity; true success events or "conversion" are often less clearly defined.

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Measurement from the Customer's Point of View - Part II

Aug 24 2009

In my first post on the subject, I talked about how challenging it is for companies to link marketing activity to financial impact and identified the need for a customer-centric measurement system.  Now, let's see it in action.

We work with a financial services client that has three different lines of business-organized around product and channel-all talking to the same valuable customer with no knowledge of the other's activity. The result is more than 50 contacts to any one customer in a given year. That's close to one contact a week. But it isn't just the sheer volume of contacts creating saturation and decreased performance; it is also the lack of a coordinated effort to understand who the customers are and where they are in the buy cycle for a given product, relative to their lifetime value.

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Measurement from the Customer's Point of View - Part I

Aug 17 2009

When sales are down, people ask questions. The answers are generally a litany of conjecture about what's behind the fatigue in the list, leads, close rates or market conditions. Despite the flying conspiracy theories, no one in the organization knows exactly what's causing the decline, and fingers are pointing.

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