Technology can help you know your customers

Keeping the customer at the center of your business concerns is the key to success in just about any business, panelists at ad:tech New York said at a session titled "Web Site Analytics: It's All About the Customer."

Software provider Omniture is currently helping JetBlue to better customer experience.

"Our business optimization platform captures data like visits, unique visitors, click paths, attrition and campaign performance," said Matt Belkin, vice president of best practices group at Omniture, Orem, UT.

JetBlue measures search keyword behavior and ties it to revenues, he said. Then it optimizes its search, providing a better overall customer experience.

"Measuring satisfaction is all about accurately capturing the voice of the customer, said Jerry Tarasofsky, president and CEO of iPerceptions, New York.

" Traditional behavioral research solutions explain what is happening," he said. "Our attitudinal analytic solutions continuously capture the multichannel voices of your customers, both online and offline to provide critical insights into why it is happening."

IPerceptions strategy involves listening in the context of actual customer situations. Next, segmenting allows one to understand the customer, since its like coupling similar voices of the crowd together.

AllRecipes.com uses iPerception's Satisfaction Index. The index measures information including what changes to the site will enhance visitors' levels of satisfaction. It also measures the strengths and weaknesses of visitors' experience, visitor profiles, site visit times and why visitors are coming to a site.

AllRecipes.com touts a 53 percent year over year growth.