Visitor Analytics Redefining Website Analytics with Evolution Towards Website Intelligence

June 02 23:55 2022
With so much martech, marketing and business leaders face ongoing challenges identifying the right solutions for their companies. The market is so noisy, it can be a struggle to successfully research the relevant tech.

Website analytics is no different and the sector is also increasingly fragmented. Visitor Analytics seeks to provide a solution for this and redefine the sector through Website Intelligence

The Fragmentation of Website Analytics

The vast majority of website analytics platforms provide solutions for only some areas of website analytics. 

Part of the reason for this fragmentation is that tech development has been rather labored as a result of the historic Google Analytics’ monopolization. 

This subconscious acceptance that website analytics is simply “like this” has led to some reluctance when it comes to disruptive challenger tech.  

Although there has been somewhat of a collective awakening in this respect, the true identity of the sector has yet to be defined. 

The Data Silo Headache

Fundamentally, this fragmented approach to website intelligence creates one of the biggest headaches that marketers face today – data silos.

In simple terms – with several pieces of the puzzle locked away in different solutions, it can be a struggle to gain a truly holistic view. 

Not only that, but this “bitty” approach is also highly cost and time inefficient, as it imposes multiple tech procurement and overburdens marketing departments. 

The result – smaller companies struggle to prioritize web analytics features and use cases, and often end up with tech that they don’t have the time or resources to use optimally. 

Larger companies, on the other hand, can end up using multiple solutions simultaneously – often managed by different individuals or teams, this can make real insight hard to achieve.

This is not a new conundrum. 

A similar situation occurred too within social media analytics, where silos contributed to the misinterpretation, or underestimation, of social media impact.

“Within the social media analytics context, the initial response was the development of the Social Listening sector, which removed the native analytics silos,” explains Matt Sarson, CMO at Visitor Analytics. “And, more recently, the sector’s evolution towards Conversational Intelligence has served to marry a more comprehensive set of data.”

A New Definition Through Website Intelligence

Website intelligence follows the same logic and is seen as the natural evolution of the website analytics sector.

“We have been able to access a unique set of insights regarding website analytics, from more than 2.5m users on our platform,” says Dragos Gal, Head of Partnerships at Visitor Analytics. “Alongside broader research, this has enabled us to identify three key pillars.”The three core pillars that website intelligence is built upon are: 

1) Web Statistics: Traffic Structure, Visitors, Pages, Competition, Devices, UTM Campaigns
2) Visitor Behavior: Event Tracking, Visitor Recordings, Visitor Heatmaps, Visitor Funnels
3) Visitor Communication: Polls, Surveys, Chat

By developing a platform on the strong fundament of these three pillars, Visitor Analytics is finally dusting off the cobwebs from the website analytics sector and redefining it as website intelligence. 

The amount of websites already able to access this holistic intelligence is already substantial, and growing by the day.

A Fast Evolving Sector

“The main focus continues to sit at the convergence of data privacy and holism,” explains Matt Sarson. “We are committed to putting the end users first, in terms of data privacy, while also enabling any website owner to gather all the intelligence they need from our platform alone.”

The unique fingerprinting approach that the Visitor Analytics platform is built upon is crucial to this. 

Not only does this mean that data collection is focused on general user insights and not personal data, but it also removes the requirement for cookie consent – meaning that insights are based on 100% of visitors (and not only those that opt in). 

“As well as being committed to the continuous improvement of our platform, we also have a roadmap for building more features into these three pillars,” explains Dragos Gal. “We are also increasingly focused on enterprise use cases, with some key developments that will further appeal to their demands.”

With the ability to solve multiple pain points in a singular platform, it’s clear that the website intelligence journey is set to quickly gather pace.

“We are just at the start of our journey and there are stacks of exciting developments just around the corner,” summarizes Dragos Gal. 

About Visitor Analytics 

Visitor Analytics is a privacy-first website intelligence platform, with offices in Munich, Germany, and in Cluj-Napoca, Romania. The solution, which provides a compliance-driven alternative to Google Analytics and centralized website intelligence, has already been installed on more than 2.5 million websites, across 190 countries, and strives to be the only platform a website owner needs to analyze & improve their website(s).

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Company Name: Visitor Analytics SRL
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Country: Romania