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Sage tracks online customer journey with Foviance

22nd March 2007

Foviance, the expert in online experience management, has been appointed to handle the web analytics for business management software supplier Sage (UK) Limited.

Sage will use Foviance’s online behavioural analysis software WebAbacus 5.2 to gain intelligence on how visitors are using its current UK website. The WebAbacus tool will be used to track customer journeys through the site, to assess quality of customer experience, and identify where drop-off is happening and why.

The web analytics data will be used to make day-to-day incremental changes to the Sage UK website, to ensure it’s meeting customer needs in the short-term. However over the long-term, Sage will be using WebAbacus’s next-generation reporting to aid in the redesign of a more customer-centric website.

Mark Francis, web channel manager for Sage (UK) Limited, comments: "We need to gain a deeper understanding as to how different customers engage with our website in order to establish a benchmark of where we are now, before we can implement site improvement plans. The WebAbacus platform is very easy to use and you don’t need to be technical to get the very best from the data, as it is extremely intuitive. The real-time reporting is perfect for the intelligence that we need to gather on our existing website."

A key feature of WebAbacus 5.2 is Post Hoc Analysis, which removes the need for clients to predefine the data categories that they wish to be analysing. At any point in time, clients such as Sage can alter their analysis requirements, and data categories can be extended easily.

On the implementation side, WebAbacus is using a data collection method from BeatBox Technologies called ClickCadence. The approach removes the need for website tagging, and instead ‘sniffs’ the data as it travels between the user and the server. The data is then sent to WebAbacus who provides the data mining, integration and analysis capability.

Sean Burton, lead technical consultant for WebAbacus, adds: “The flexibility of WebAbacus 5.2 is perfect for the level of customisation that Sage requires. As a company we understand customer centricity better than anyone, and our cutting-edge behavioural analysis will ensure that Sage has all the intelligence it needs to build a market-leading website for its online customers.”