Web Intelligence

The Web Intelligence function provides you with information about which constituents are interacting with your web site, as well as information about where they came from, which pages they viewed, and how long they stayed on your site. This is done by placing a custom tracking link (html code snippet) on each of the web pages that are important to your office.
Visitors to your website that have not been previously identified (including potential "stealth prospects") are tracked as unique anonymous visitors based on their IP addresses. Individual records are maintained for each unique visitor and provide you with valuable information at an aggregate level about navigation patterns, frequently visited pages, and sources of web traffic (search engines, social media sites, other college websites).

Once visitors to your website are identified, typically by clicking through to your website from an email message you've sent to them, Web Intelligence matches the IP addresses against previous visits. This enables all of those previous visits--including sessions and page views--to be attached to the Person records for each visitor along with the current visit. All subsequent visits are then attached to the Person records as they occur. This provides a means of tracking web interaction at the individual level and, if appropriate, acting upon this web interaction in an automated manner through follow-up tasks, emails or other outreach activity.

The benefits of the Web Intelligence feature are three-fold. First, Web Intelligence provides aggregate information about the effectiveness of your web presence by tracking the number of visitors to your website and the specific pages they are viewing. This can be helpful in assessing whether your web content is appropriate/compelling, whether specific "calls to action" are being used or missed, and/or which areas of your site are attracting the most attention--for better or worse.
Second, Web Intelligence provides actionable data that can be used to enhance and target your outreach efforts. For instance, you can identify students interested in Financial Aid by reviewing visitors to that page on your website. You can then follow-up with that group by sending targeted communications or assigning tasks to counselors to interact by phone.

Third, Web Intelligence provides data about where visitors to your web site are coming from. This enables you to monitor whether updates to your Facebook page or a specific "tweet" with a link attached are actually driving visitors to your website. You can also assess whether particular search engines are also connecting students with your website.

For more information about your custom tracking link, please email your request support@admissionslab.com.