Web Analytics Gets Social

Web data is behavioral data that can help build a true picture of customer behavior when combined with social data and enterprise customer data, especially transaction data. Author Michael Fauscette recently spent a few days catching up with Webtrends during its annual user event, Engage, and offers an insightful look into the social implications of web analytics in this article on Enterprise Irregulars. Fauscette suggests that one of the most promising areas of socialytics comes as a result of using behavioral-cultural modeling techniques from sociology to analyze past behavior and to infer future action.