Web CMS vendors’ affection for web engagement is spreading faster than I can say WEM. SaaS CMS provider Clickability (news, site) is heading that direction as well with the release of Website Marketing Acceleration (WMA) module.
Engagement with Clickability
The goal of the new product is threefold:
- Understand visitors
- Increase engagement
- Better qualify sales leads.
The new module sits on top of the CMS and taps into the content delivery layer to gather information about visitors and their online behaviors with the classical purpose of delivering personalized content based on implicit and explicit interests.
Content Targeting in Clickability’s WMA
Several components go into the new product:
Visitor management is used to view and manage visitor profiles and associated data, such as number of visits, clicks, duration.
Clickability Visitor Management
Anonymous visitor identification allows to gather basic information such as location, company, referrer.
Behavioral tracking tracks how visitors behave and capture their interests and activities.
Clickability Behavioral Stats
Progressive profiling is the area for managing explicit profiling data. It is used for adding more data to user profiles with the ultimate goal of qualifying the visitor as a lead. Once you know more about your visitors, their targeted content is added to the Visitor's Resource Portfolio.
Lead scoring: enabling marketeers to assign and manages scores attached to each registered visitor.
Lead Scoring in WMA
Things to Consider
While Clickability made a good attempt at introducing web engagement management as one of the features in their SaaS CMS, let’s say that they’re in very early evolutionary stages of exploring WEM. At this point, WMA is more suited for existing early-adopter type Clickability clients, who want to give this module a try.
For one, there’s no direct API to API conversation capability with such popular web analytics tools like Google Analytics or Omniture. Clickability does, however, offer its own, proprietary analytics module that, they say, has been enhanced in the WMA release and allows you to gather the basic data. On the CRM front, for right now, Clickability only integrates with Salesforce.com.
Further improvements can be done to the way “interests” are managed. Right now, that’s part of the config changes, which may not necessarily appeal to non-technical marketeers. Interests are currently being managed as a flat structure, so there’s no easy way of creating hierarchies of that type of content.
We will keep you posted on Clickability’s developments. If you get a chance to explore WMA, let us know your impressions in the comments.