When websites use tools for managing content, utilizing social media and optimizing for best search results, a key tool is the one used to track the results. EPiServer has added Google Analytics to its multichannel digital marketing and e-commerce software to help assess the effectiveness of marketing and content choices.
Bob Egner, EPiServer’s Vice President for Product Management, noted in a statement that customers know they should be integrating analytics, but “they tell us that it can be difficult to set up” and that it requires specialized skills to interpret and use.
Improving the User Journey
By integrating Google Analytics data into the EPiServer workflow, he said, his company has addressed those issues so that “editors and marketers can make informed decisions” in real time and improve their business results.
The company said that the integration of contextual analytics into the content creation process makes it easier to optimize improvements that increase traffic and sales conversions. The intent of this analytical data, EPiServer said, is to provide businesses with the ability to assess and optimize their effectiveness toward their goals by continually “improving the user journey” for Web, e-commerce, mobile or social media experiences.
The availability of the data throughout the platform, EPiServer said, means that marketers can more quickly witness the benefits of personalization, social sharing and other efforts.
Google Analytics for EPiServer includes such features as predefined best practices guidelines and the ability to track all information related to content, traffic and conversions, with analytical data presented next to the relevant content.
On-Page Real-Time Analytics
Analytics are shown in real-time when an existing page is being revised, so that the impact from changes can immediately be assessed.
The Analytics package can also be utilized across multiple websites, can track social campaigns’ effects on conversions and revenue, and can provide the ability to track conversions resulting from personalization efforts.
Founded in 1994, EPiServer AB’s U.S. headquarters are in Oakbrook Terrace, Illinois and its European headquarters are in Stockholm, Sweden. The company is a provider of platforms for Web content management, online social community and e-commerce for computers and mobile devices, and its products are delivered through nearly 600 partner companies in 30 countries.