If I Only Had a Brain…
Web analytics is the brain behind your web site. It knows exactly what people are doing.
So why is it that web analytics isn’t built into every content management system? I’ve worked with several different CMS – large and small – over the years and none of them included statistical tracking and visitor analysis. CMS’ are missing their brain!
Why Do Content Management Systems need Web Analytics?
CMS’ are great at managing and publishing content for static web sites. But static web sites are like your body without a brain, they just exist. Instead, they should be dynamic and by dynamic I mean, personalized to each person visiting your site. If someone comes to your site 5 times, they shouldn’t see the same home page banner each time. The CMS should be smart enough to show a home page based on the information it learned from the person’s previous visits. This goes for all of your web pages.
Completing the Web Content – Visitor Loop
To accomplish this, a CMS should include analytics data – a brain – that it uses to control content. This would allow it to discover visitor trends and display related content and promotions based on this data.
A continuous feed back loop should be created between the CMS and the visitor. This can be done by packaging web analytics within the CMS. The CMS pushes content to the visitor and the web analytics feature reports back to the CMS on the results. Now it knows what the visitor clicked on and the next page they visit is personalize based on the their previous history and the CMS’ knowledge of what content and promotions past users in the same situation responded to.
Closed Loop, Found Brain
The loop between the CMS and the visitor is now closed and several new opportunities have opened. Your site is now engaging to your visitors. It’s personalized based on their needs and it’s easier for them to find what they want. New content is recommended based on an intelligent CMS that is constantly learning with each new visitor.