Sitewit is more than just PPC Management

If I were to ask you what sort of business SiteWit was in and you said Pay-Per-Click management, you’d be close but not quite right. SiteWit is an analytics company first and foremost. Even our most basic small business solutions, which focus only on advertising and not click tracking, benefit from our data intensive analysis of bidding and keywords. But our click and goal tracking solutions are truly analytical marvels. Sure, it allows us to optimize your campaigns return on investment across several different vectors, but it doesn’t end there.

SiteWit Enterprise offers the ability to pass an identifier to our tracking script. Not every website uses identifiers but you’d be surprised at how many do, perhaps even yours. If your site has a login system, then you’re all set. But any site with a contact or checkout form that requests an email address could also use that information to assign an identifier to the current user. You may be wondering, “But what happens when a visitor comes back later and doesn’t login or they clear their cookies?” The technical answer is quite long and complicated, but the short answer is SiteWit uses a number of clues we call “Fingerprints” to figure out who the visitor most likely is. This stickiness will let us attribute behavior to users across sessions and even machines.

To implement this, you simply need to let us know who the user is as soon as you know who they are. You do this by adding one line of code to your tracking script. You will likely need to add this from the server side once you have an I.D. If you or your developers need help, please feel free to contact us. Here is what the tracking code should look like:

SiteWit uses behavioral and predictive analytics to constantly score and predict a user’s likeliness to complete a particular goal. For each goal, our models divides users up in groups called: Loyal (those who completed the goal as expected), Prospects (those we expect[ed] to complete the goal), One-hit-wonders (those who defied the prediction and completed anyways), and Zombies (those who show no promise of completing the goal). Please take the time and read more about our prediction groupings.

Once you have some data you can use our visitor reports to find out which actual users are likely to complete another (or the same) goal. From the Visitors —> Reports section of SiteWit for Enterprise, you’ll see the report shown below:

• A. First select the goal you want to report on.
• B. Select if you want to see those who did complete the goal by setting the segment to Loyal, One-Hit-Wonder or Prospects (those who are likely to complete it in the future)
• C. This shows those leads with the ID you assigned them, as well as vital visiting statistics.
• D. If you weren’t able to assign the user an ID, they still show up but with a unique identifier that we assign to them.

We feel Prospects have the most value since you most likely already know who completed the goal, but are probably in the dark as to who are your highest potential leads.

This is just the beginning. Now you may want to start setting up goals that don’t directly impact ROI, such as “Support.” For example, you could set up a goal on a support form and our system can learn what behaviors led to that goal. You can then use the goal prediction engine to identify potentially frustrated customers who are looking for answers but have yet to reach out. Here’s a suggestion: When you contact goal prospects, try to avoid the “creep factor” by implying that you know their behavior or intent. Instead, keep these kind of contacts non-personal when offering a tip-over-into-conversion promotional offer or targeted tip-over. That way, they are viewed as serendipitous surprises rather than uninvited medaling.

We look forward to hearing what you do with this powerful tool. Feel free to leave your results in the comments below.