Amex Picks Keylime for Web Analytics
LimeLight will let the stock exchange aggregate and analyze data about the Web traffic on customized pages within the amex.com Web site and enable the Amex to meet the public's time-sensitive content demands.
"We selected the LimeLight service suite to ensure daily delivery of reliable report data so that we can analyze who is visiting the amex.com Web site," said Ravi Apte, chief technology officer at the American Stock Exchange. "Keylime's LimeLight suite provides us with a single comprehensive view of real page hits and activity, customer usage patterns and the overall impact of critical new content areas of our recently relaunched amex.com Web site. It allows us to take that reporting deeper by also giving us the ability to use content segmentation, evaluate customer usage patterns and better tailor content to the public."
The stock exchange asked Keylime to work on its Web site relaunch in April. Part of Amex's challenge was to evaluate how people were visiting particular areas within the site to allow them to monitor content and make changes to refresh the site. Amex is using LimeLight to measure traffic patterns to specific content within the site including prospectus requests for exchange traded funds. Keylime's software suite lets Amex determine how such users are navigating through the site and provides Amex with detailed content segmentation reports to help analyze groupings.