Using Web analytics for more than just aggregate intelligence is an important new trend, said b-to-b SEO expert De Young.
“We see an increased desire to analyze unique customer segments, not just broad segments but thin ones as well. People want analytics that allow them to easily define, isolate and understand segment behaviors, and adjust site content and landing pages as appropriate,” De Young said. “[There's also] a strong desire to link online behaviors to offline conversion. Ideally, we'd have sales tools and analytics that allow us to go back and analyze each buyer's online behaviors during the purchase process. [But] we're not there yet.” M