Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. But if your sales team could connect the dots between these two systems, they would know exactly what visitors have done on the website prior to becoming lead and in order to help them become a customer. Conversely, your Web Analytics tool often cannot see what happens after the lead is submitted so it cannot optimize marketing campaigns. Learn how to integrate Web Analytics and CRM systems to achieve a synergistic effect.
In Part III, Adam goes over an implementation of Sales Force and Google Analytics and also discuss the high value that could come from an integration of CRM and Behavioral Targeting data.
Adam manages all aspects of web analytics for various Salesforce.com websites. Previously, Adam was one of the leaders of the Omniture Consulting team and author of the popular Inside Omniture SiteCatalyst blog.