Briefs

Old Mutual uses NetTracker Web analytics to investigate the online behavior of their most valuable visitors: captured leads and customers

• NetTracker's user-based reporting gives Old Mutual more intelligent insight into Web site usage by visitor segment -

Old Mutual selected NetTracker to replace another Web analytics solution based on their need to advance from general site-based reporting to user-based reporting. "Our previous Web analytics tool only provided us with fixed monthly reports," explains Juliet Van Zyl, Old Mutual's research analyst. "We needed more than the static set of reports, such as the top 50 pages viewed on our site. We needed to tap into much more actionable information. NetTracker provided us with more data mining features than any other Web analytics package that we tested."

Key to NetTracker's ability to provide Old Mutual with user-based reporting is its use of Old Mutual's Microsoft SQL Server relational database and its open database schema. These features provide Old Mutual with open access to the NetTracker Web data warehouse in order to integrate their online behavior data with financial and demographic data for even more pointed analysis. To analyze content preferences affiliated with sales leads and customers, Old Mutual integrates the clickstream paths of visitors, collected and stored by NetTracker, with lead and sales data captured and stored in a self-built application.

Similarly, Old Mutual integrates externally-stored customer demographics with online behavior provided by NetTracker to investigate actionable demographic patterns in site usage. Old Mutual has uncovered that customers with higher income levels, who tend to own more Old Mutual products, are the most frequent registrants on Old Mutual's secure site. "To introduce more of these desirable high-income users to our secure site content, we have created a campaign to drive unregistered users to become registered users of our secure site," says Van Zyl.

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