Byrne Tony Byrne

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Integrating web content management and traffic analytics

2-Nov-2005

Tags: Web Analytics, Web Content Management, Marketplace at Large, Analytics, CrownPeak CMS

Note to CMS vendors: what is management without reporting? Some pure-play vendors (Tridion, Clickability, and CrownPeak / Percussion / Serena) are doing interesting work here. Many content managers would be satisfied to see and act on reports from the CMS system itself, but integrating content production with visitor traffic analysis also bring real added value. Two CMS vendors, CrownPeak and HotBanana, recently announced integration with WebTrends, the site analytics tool of choice for many mid-sized companies. For every web editor who has ever paused her work to ponder -- "is anyone actually reading this page?" -- now she can find out without leaving the CMS. More creative publishers will use traffic statistics to dynamically adjust navigation and index listings. Or, using referrer logs, they may create their own little page-rank system by promoting items within the CMS that other sites have linked to copiously. There's a lot here we're just beginning to explore.

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