Resource Center - Whitepapers

Target Content Using Advanced Analytics

Mick MasComascaigh  Research Director, Gartner Research. Munich, Germany

Whit Andrews  VP and Distinguished Analyst, Gartner Research. Shrewsbury, MA USA

Search technology provides a mechanism for users to indicate their desires through implicit values, such as their roles and other attributes, and explicit values such as query keywords, the exact values discovered using advanced analytics. Website managers, information architects, search managers and Web presence managers can adopt search technologies to improve site value and user impact.  By using search technology and advanced analytics  it is possible to find out how to optimize sites so that targeted content attracts the desired users.

Key Findings

  • In many cases, websites cannot "see" who a user is or what they need unless the site engages in an explicit, time-consuming and click-driven dialogue. Even with such measures, most websites' ability to understand the user's intent is rudimentary.  Advanced analytics simplifies this, allowing websites to target content that most aligns with its users wants and needs.
  • Website designers and operators will tap business intelligence (BI), Web analytics, content analytics, CRM and internal databases to identify user needs. They will also gather information via services from external providers with new business models.
  • Search engines can use this expanded pool of data to populate queries and guide the calculation of what is relevant to them to return more effective results.
  • The website will detect new patterns of business, provide insight into why these patterns have occurred and alter the options provided to users to take advantage of the new patterns.  In other words, advanced analytics shows how to optimize your site so that you target the right content.
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