We explore a fictitious company, Build Me A Site, and what they can do with this previously hidden data. Ranging from marketing campaigns to sales phone scripts to customer service assignments and even website optimization.
What Your Company Can Do With
A World Of Information
The fictitious company that we’re going to talk about in the next several articles is an Internet marketing company who specializes in building web sites and blog’s for their customers. The name of this company is, Build Me A Site. They have a small team of web designers who work with their clients to build business web sites and blogs. This is a relatively small company that is just getting started, so they’re still in the learning stages and what they find out about the information that they can use to better their own company astounds them, and causes them to really think of how they can better their services and satisfy their customers.
The current form on their site collects the following information.
name
email address
telephone number
how they heard about the company
what type of web site they want to have built
the number of pages for the site
the niche the site will cover
These are only a few things that can be covered on this form. Of course, there’s a lot more information that can be collected that the user of the form doesn’t see that the company can use to help better their services and to help the customer in many ways.
Now when a user fills out the form on the site, the information filled out on the form is submitted and used, but behind the scenes, there is a whole lot of information that the company collects that the end user never sees. Information such as the type of browser that was used to visit the site, how many times the site was visited, where they got the web address from such as Google or Bing, and much more.
Analytic Data – Source | Medium | Keywords | Content | Campaign | Content | Visits | Pageviews
Time Data – Original Visit | Previous Visit | Current Visit | Form Completion
Hardware Data – Machine Type | Operating System | Browser & Version
Geolocation Data – City | State | Country | Latitude | Longitude
Build Me A Site will use this information to craft better email marketing campaigns, they may even use it to deliver improved customer support as well as products specifically related to a particular geographical area. What this does is it helps the company to fine tune their marketing strategies as well as their customer relations and product development strategies.
In the case of email marketing, some of this data could be used to craft customer specific advertisements that directly relate to that particular customer’s needs. For example, the keywords that were used to locate the site could be used to help build an email marketing campaign that best suits the customers by providing relevant advertisements that relate to those keywords. Even geographical location can be used to effectively craft emails that are tailored specifically to the person to whom that information was related.
Even the number of times that someone has visited Build A Site can be used as well because that can tell the business just how many people are really interested in their products and services. This is perhaps where survey forms really come in handy for a business because that information can be used to help improve a company’s performance all across the board. The information that is collected behind the scenes is also able to do this as well.
Greater performance, product development, customer relations, and overall productivity of the company can be tailored through the extra information that was collected on the other side of the form.
In the next series of articles, we will explore what information Build Me A Site can reveal and what they are able to do with this previously hidden data. Ranging from custom marketing campaigns to specific sales phone scripts to customer service department assignments and even website optimization and presentation. The sky is the limit and our business decision making will never be the same.