Integrating Voice of Customer Data with Web Analytic Data

Having voice of customer (VOC) data is great for getting more of a personal feel for what customers think as they navigate and use the features on a site. Some great insights that can be analyzed for VOC are comments, user ratings, recommendations, and overall satisfactions during a visit. As tracking for VOC expands, it is important to not keep the data siloed in its own reporting interface, but to also bring the data into the analytics reporting interface. With my experience, working with a team at OpinionLab, I have concluded that there are multiple VOC integrations that have helped clients answer numerous business questions such as:

• Are customers who entered through an email campaign more satisfied than someone who came from a natural search?
• Where are customers having difficulty during the funnel process?
• What pages are under-performing?
• Are users engaged with the content on the site?
• How are the sections of the site from an overall rating?
• Where did the user go after the thank you card?
• What is the overall rating the user gives when they complete a funnel?
• Are users leaving more comments on a specific page?
• How many users start the Opinion card, but do not submit it?
• What page launches the Opinion card the most?

Depending on how granular you collect VOC data it could cause some analysis to take longer, but will provide a more insightful analysis instead of only looking at where users are having difficulties via a navigation report. Some of the analytic tools that OpinionLab data has been integrated with are: SiteCatalyst, Insight, Web Trends, and Unica. The previous list is short and doesn’t mean that VOC data can’t be integrated with other tools. As long as the visit can be continued when the user moves from the website to the comment card and the data can be entered into the analytics tool, then the VOC data can most likely be integrated.

When configuring the integration between your VOC tool and analytics tool, you will most likely need to configure the analytics tool for cross-domain tracking. Some analytics tools make this simple, while others might require you to change the tag that is currently in use.  Also, don’t forget to consider how the VOC data will affect the current data; should the data be populated in a new report profile?  Once it is decided which report profiles will get the data, you will then also need to consider if this data will be counted toward the top line metrics, such as page views, or if it should only be counted as an event.  Whichever method is used will affect what type of analysis you can do.

The final caveat to this is if you change what type of information you are collecting for VOC, make sure the code used for tracking is updated to include the corresponding inquiries, so you don’t miss out on any insightful analysis.

If you have any questions or VOC integration stories, please feel free to share in the comments below.



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