The connected user
Posted on July 30, 2012 by Matt Clarke
Recently at Amaze we have been looking into establishing the connections between the number of times a user visits a website and the development of that user’s digital profile. In the past it was commonplace to understand this visit simply as a ‘hit’ or ‘visit’, but users are now starting to connect more frequently with websites via a type of authentication or through a sign-in on their social network accounts.
Behind the scenes, this new user behaviour is enabling us to build intelligence on individual users so that we can instantly respond to their likes and needs. By building digital footprints of users, we can understand the type of content a user is looking for as well as how they navigate through a site, allowing us to begin to segment the audience.
Next generation websites will therefore be equipped to use a combination of traditional big data and new connected intelligence to provide a more tailored browsing experience for their users with content that is both more desirable to the user and more intuitive.
When used with e-commerce websites, this type of technology will pay dividends both in terms of the templates that display product information as well as the dashboard technology that enables e-commerce managers to keep track of the performance of their retail operations. It will in effect, provide a digital tracking device, with the ability to monitor all aspects of the commerce site.
The technology to do this actually already exists in the identity layer of a website. We are seeing the development of SaaS identity management providers that have the ability to provide connected sign-on, intelligence and reporting for your digital estate.
Watch this space for more information in the coming weeks on this hot topic.