ClickTracks - Watching Site Visitors Fly In and Out Fayetteville AR

Posted by : Elizabeth Millard

Having a Web site has clearly become a necessary part of business strategy, but knowing how customers view the site isn't always so evident. Analysis software can record everything from clicks to visit duration, but such information is only useful if you know how to read it, according to Sunnyvale-based ClickTracks. CEO John Marshall chats about software, data slicing and dicing, and kicking the tires.

How did you get the idea to develop analysis software?

If you've encountered any products in the area of Web site analysis, you'll know it's a very crowded space, with a lot of products. WebTrends is the most popular, so people buy it by default. I was using that at a previous company, and I couldn't understand the way it was presenting information. For a long time, I just thought it must be my failing, that my brain didn't work that way, and I started to complain about the shortcomings of the program. Then I realized that what analysis software needed to do was to show where people click on the page, and I began to feel confident that there must be other people who wanted this as well, so I took a gamble.

What kind of analysis does your software give the user?

We've been very careful to avoid showing data that's not important. This is a little unusual. Our competitors try to pack as much as possible into reports, showing different ways of slicing and dicing data because their thinking is, if you shove enough reports at a user...

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