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As an example, if your visitors place orders or submit leads on your website, some anonymous tracking elements such as the transient session_id and cookie_id can be passed to the orders database. This will allow you to do deep segmented analysis of outcomes and of the behaviors that drive those outcomes.

passing the (again anonymous) session_ids to your survey tool so that you can segment the most unhappy customers based on survey results. You can then use your web analytics tool to analyze the clickstream data and see what pages happy customers saw as compared to unhappy customers. Or you could see what website experience drives better customer satisfaction, and so forth.

Understanding experience to influence behavior for win-win outcomes That last part is important: Trinity aims for win-win outcomes.

Figure 1.9 Third Trinity element: experience analysis (the why)

how well the website is doing in meeting the goal of its existence.

The second component of the Trinity mindset is outcomes analysis (Figure 1.8). I fondly call it the so what element.

Behavior analysis, attempting to infer customer intent

There are many methodologies used to collect customer qualitative (Why) data, including the following: ? Lab usability testing (inviting participants to complete tasks, guided or unguided) ? Site visits, also called follow-me-homes (observing in a customer?s native environment) ? Experimentation/testing (the latest new and cool thing to do, A/B or multivariate testing) ? Unstructured remote conversations (engaging with your real customers remotely when they are interacting with your website, by using solutions such as Ethnio) ? Surveying (the granddaddy of them all?see the discussion of Visitor Primary Purpose in the preceding section)

There are many types of qualitative (Why) data at your disposal, including the following: ? Brand buzz and opinion tracking ? Customer satisfaction ? Net promoter indices ? Open-ended voice-of-customer analysis ? Visitor engagement ? Stickiness ? Blog-pulse

it is about looking, literally, at your actual web pages and seeing what various segments of your customers are doing. You could take this data and begin to create customized (personalized) content for different segments of your website visitors

To compete, we have to now use key insights analysis (KIA).

podcast with Internet Marketing Voodoo in March 2006

(there is only one online course, at the University of British Columbia).