Beware: That “Integrated Analytics” Package May Not Be Fully Integrated with Your Website

Boston, MA | September 17, 2009

Woburn, MA September 17, 2009 - According to a 2007 report from Forrester Research, 83 percent of marketers embrace the idea of a comprehensive web marketing applications suite, with 45 percent citing “improved online customer experience” as their #1 priority.

But watch out: Brett Zucker, Chief Technology Officer at Bridgeline Software (NASDAQ: BLSW), warns that many web marketing application suites touted as having "integrated analytics" in fact do not. "Many metrics tools advertised as 'integrated analytics' are only marginally integrated into the website and its applications," he says.

In a new special report, “What is Integrated Analytics?”, Zucker explains the 3 tiers of analytics package integration available to marketers, how to achieve true integration between analytics and other website applications, and how integrated analytics can improve website performance and ROI:

  • Stand-alone analytics – includes SPSS Web Analytics, Web Trends Analytics, and other analytics packages that are not integrated with the website’s content management system (CMS). These analytics packages are run manually on demand, with data fed electronically from the website into the package.
  • Connected analytics – some stand-alone analytics packages, including Google Analytics and Omniture, can be connected to your website’s CMS and other applications using page tags – short segments of code that pass information about the page and visitor to the analytics package in real-time.

According to Zucker, one drawback of connected analytics is that the creation of page tags is prone to human error making possible erroneous reporting of analytics data. Zucker estimates that because of page tag errors, data accuracy of connected analytics systems can be off by as much as 10% -- meaning one out of every ten web page metric reports can contain serious errors with misleading data.

  • Integrated analytics – with integrated analytics, the metrics tool shares a common data set with the other web applications. Data communication between the website and analytics software takes place automatically in real time.

With truly integrated analytics, the analytics package can automatically assign user profiles to website visitors based on their activity. The user profile is conveyed to the CMS, which can dynamically serve persuasive and relevant content to users based on their profiles. As a result, dynamic segments of the website are tailored to each user’s interests, improving user experience and conversion rates.

For instance, a user on a financial services website who interacts with particular content on retirement plans can be automatically assigned to a user profile of “planning for retirement.” When that user clicks into a financial calculator section, for example, he could be served links that more prominently feature financial calculators that pertain to retirement scenarios so that the content is more relevant and engaging.

To download a free copy of Bridgeline’s new special report, “What is Integrated Analytics?” visit: Or, call Bridgeline at 800-603-9936 or write to: Bridgeline Software, 10 Sixth Road, Woburn, MA 01801.

About Bridgeline Software

Bridgeline Software is a developer of web application management software and award-winning interactive business technology solutions that help organizations optimize business processes. The iAPPS Product Suite is an innovative SaaS solution that unifies Content Management, Analytics, eCommerce, and eMarketing capabilities – enabling business users to swiftly enhance and optimize the value of their web properties.

Combined with award-winning interactive technology services by Microsoft Gold Certified development teams, Bridgeline Software helps customers to cost-effectively maximize the value of their rapidly changing web applications. Bridgeline Software's teams of developers specialize in web application development, usability engineering, SharePoint development, rich media development, and search engine optimization.

Bridgeline Software is headquartered near Boston with additional locations in Atlanta, Chicago, Cleveland, Denver, New York, Washington, D.C., and Bangalore, India. Bridgeline Software currently has over 600 customers ranging from middle market organizations to divisions within Fortune 1,000 companies that include: Healthcore, The Bank of New York Mellon, Marriott International, Berkshire Life, PODS, Honeywell, Budget Rental Car, Washington Redskins, AARP, National Financial Partners, The Packard Foundation, DTCC, Cadaret, Grant & Co., National Insurance Crime Bureau, the American Academy of Pediatrics, and the Georgia Lottery. To learn more about Bridgeline Software, please visit

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