IBM Web Analytics Helps Improve User Experience at Yellow Pages Group
Yellow Pages Group, Canada's leading Internet company was suffering due to limited visibility into digital usage, challenges in demonstrating tangible value to advertisers, web analytics data that was only available to a few analysts, and cumbersome and time-consuming analytics processes that hindered productivity. They chose IBM to overcome these challenges. With IBM web analytics, Yellow Pages Group gained a unified web analytics solution for its family of sites. The new solution allowed for easy tracking and measurement of user activity and search terms. The solution contributed to an 8.1 percent increase in total visits and a ten percent increase in click through, while also broadening web analytics access from two analysts to 200 marketers.