Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences

6. Attitudes and Behaviors: Mixing a More Powerful Measurement Cocktail

Two-tiered segmentation and site topology create a powerful, robust framework for measuring behavior. By understanding and interpreting what content visitors consume, it’s possible to gain a much deeper understanding of what they were trying to accomplish in your digital world and whether or not they were successful. As powerful as this is, however, it’s still missing some important points. Knowing what people do rarely tells us why they took the paths they did or what attitudes drove critical decisions about where to go and whether to continue with a digital interaction. In this chapter, we look at how you can integrate voice of customer (VoC) research with behavioral data ...