And the survey says……(this reminded me of watching Family Feud when I was younger). A couple of weeks ago I read a blog post from iPerceptions about how they are going to integrate web analytics with behavioral and attitudinal data. As I kept reading the article, I kept thinking “WOW that is awesome.” Then I got to the Features and Benefits and I was really impressed with the crosstab capabilities of the survey and clickstream data and to look at your analytics and survey KPI’s in one dashboard. After reading the article, I started to think about my other co-presented breakout session at the Omniture 2009 Summit about surveys and VOC strategies. If you can combine clickstream and survey data, create segments based on those on a both sets of data would give you great insights about your customer. When you are thinking about putting a survey on your site you need to think about what type of questions you need to ask. Do you want to ask Idea questions (comments, feedback), Opinion questions (ratings, polls), or Effects questions (site changes, product variations). Before you create surveys, you need to understand your business goals: establish a voice within the community, build trust with your customer base, generate positive brand awareness, encourage loyalty, improve customer perception. There are many different types of surveys that you can put on your site that will help you get into your customers mindset.
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