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Experian launches site analytics to track consumer behavior

June 19, 2013

Experian FootFall, a provider of visitor analytics, announced the launch of its Site Analytics software which provides retailers with the tools to obtain a sharper view of consumer behavior.

With Site Analytics, retailers have the ability to capture visitor totals for brick-and-mortar locations and determine specific shopping patterns throughout the store. The system can also be used to monitor online shopping behaviors, the announcement said.

Additional Site Analytics multichannel platform advantages include:

• Allowing a retailer to understand sales by category and channel, combined with visitor insight, to review conversion rates and ultimately increase sales.
• Allowing a retailer to accurately measure marketing spend by determining the response to various in-store promotions, online campaigns and any other key marketing initiatives.
• Providing a source to review product merchandising across all channels.
• Employing segmentation data to determine customer geography, demographic and which products are being sold both online and offline.

"The holy grail of multichannel success is employing a solution that provides a simplistic view of channel performance that allows retailers to consistently review and adjust operations based on pinpointed data for their stores," said Roseanne McCauley, vice president of the Americas for Experian FootFall. "In reality, multichannel is simply an extension of traditional brick-and-mortar strategies that focus on ensuring a positive customer shopping experience."

Read more about consumer behavior.