Today digital marketers, analysts, and eCommerce Pros commonly accept as fact that for your business to succeed online you must necessarily master
1. Digital (web) analytics
2. Voice of the Customer (VoC)
3. A/B testing
But practitioners at leading digital enterprises also know that these three are not enough because they leave signifcant gaps of insight that render site optimization slow and challenging.
That is why they employ a fourth analytic, namely customer experience analytics that show the actual behavior of site visitors within pages including mouse movements, scroling, attention, interaction with dynamic content, etc.
While today 25 to 50% of enterprise practitioners have come to accept customer experience as the fourth must-have and must-master analytic, the rest of practitioners are still lagging behind.
I predict this gap to close quickly.
I still remember the days when the first three digital analytic types mentioned above used to be talked about as “We really should be using/doing …x, y, z .. instead of fooling around in the dark.”
Back then it took a few years from that state of the market to total acceptance of the analytic types. it also took a few years to close the gap between having an analytics solution vs staffing the necessary people and establish the processes to go along for success with the analytics technologies.
But since the business case and competitive pressures are so strong, common sense prevailed.
I predict that the fourth digital analytic will reach that same level of near ubiquitous awareness, adoption, and staffing within the next two to three years.
Granted, yes I work at ClickTale who provide the leading cloud based customer experience management platform for enterprises.
But there is more.
Namely, it’s the customer, stupid!
If you can’t see your customer and their actual experience on your increasingly dynamic website with longer and longer web pages, how can you help them succeed with your offering?
Or why would you want to compete with your eyes tied so that you can’t see your customer?
So I am calling it here. The fourth digital analytic revolution is on!