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Publishers are collecting ample supplies of data about their users online, but while it's easy to track where web surfers are going online and what they're doing, figuring out why they make those choices is a different matter.

Many companies are trying to figure out the best way to manage this, and Google Analytics' new API has allowed developers to integrate Google's tools into their existing products.

Kampyle's online forms help companies gather and analyze actionable feedback from users. Starting today, the Kampyle - Google Web Analytics integration is available for publishers looking to close the feedback loop for user data.

We caught up with Kampyle CEO Ariel Finkelstein to discuss the future of web analytics and get a slight reprimand about online surveys. Whatever you do, don't call Kampyle a survey company.

Tell me about Kampyle and why you decided to partner with Google.
We started doing feedback analytics 2.5 years ago. Companies like Omniture give you numbers — what the user did on your website, etcetera. But you can get lost in numbers at the end of the day.

I can easily find out that 245 people went into my shopping cart and left, but I want to know why they left and that’s what Kampyle does.

We partnered with Google Analytics to combine the what and why in one place. Both of us work with a variety of different verticals online, from small mom and pop shops to large companies. The combination of these two systems is very powerful. Google Analytics provides you with data regarding usage of your website — where traffic came from and where it went. But you don’t really realize what you need to do to improve.

Is the data from surveys and feedback forms skewed by the fact that these are self-selecting audiences?
It’s important to understand that we’re not in the world of surveys. When you go into a website, you don’t want a popup. We put a feedback button on the lower right hand side of our partners' websites. It's always visible, and at any time, a user can give feedback. A survey will ask you very general questions and is usually built in a way that gives users the feeling that they work for the company. When a survey pops up, it's quite annoying usually, with all kinds of questions that come from the world of the company asking you. We come from a whole different mindset.

But are angry customers more likely to respond via feedback forms than happy customers?
We have a lot of things that are positive. One example is Heels.com. They were launching a new version of their website. They were thinking of changing things, but didn’t know exactly what they wanted to do. They were rery surprised to see that customers were giving them negative and positive feedback, which enabled them to learn the needs of their users. They did not delete things that could have been deleted. Positive feedback is something that is very relevant and very important. For the relaunch of a new site it’s very useful.

What will the future on online analytics hold?
Before Google Analytics, no one really understood their customers. But a new generation of analytics are making it much more actionable. We’re taking it to the next step by really making actionable items.

Why did you partner with Google now?
A lot of our customers were using Google Analyitics even though they were using Omniture or other things. The new API opened by Google Analyticsa a month ago is very powerful. At last, about a year and a half after we were waiting for it. It took them a little bit of time, but we’re very happy – now this kind of data can really take our customers to the next level.

Meghan Keane

Published 30 June, 2009 by Meghan Keane

Based in New York, Meghan Keane is US Editor of Econsultancy. You can follow her on Twitter: @keanesian.

721 more posts from this author

Comments (2)

Brian Clifton

Brian Clifton, Author, CEO & Web Metrics Strategist at Advanced Web Metrics

Nice interview Ariel, I particularly liked your thoughts on pop-ups. Something I detest, as you already know (www.advanced-web-metrics.com/blog/2008/08/31/when-voice-of-customer-surveys-can-damage-your-brand/)

Meghan: I found the following two questions a tad naive for this space...

Is the data from surveys and feedback forms skewed by the fact that these are self-selecting audiences?

But are angry customers more likely to respond via feedback forms than happy customers?

By selecting, you mean someone that wishes to provide their feedback? Isn't that exactly the point - you want to hear from people that have something to say. If, on the whole that is negative feedback, so be it. Learn from it, make changes and improve. It is the website/business that needs to change, not who provides the feedback.

By replying to your blog post I am providing feedback - you just make it easy for me to do by providing a comments box below the article. That's directly analogous to the Kampyle approach (also others such as UserVoice and any survey tool that can be setup in a similar way) i.e. make it easy for people to quickly give you feedback.

Shoving a pop-up in my face in a vain attempt at "balancing the feedback" from people that are not looking to do so, is not the solution.

Great examples of feedback working for the benefit of the business owner and the audience are Amazon, Kelkoo, IMDB, Trip Advisor etc. I am not suggesting all feedback should be published, but it does show that people want to be given the chance of having their say - both positive and negative.

The system just works - as long as it is the user driving it...

over 7 years ago



Kampyle is a great service, the lates integration to Analytics is very interesting.

Adding a "why" factor to the matrix gives us actual input for explicit action we can take to improve our sites.

very interesting.

over 7 years ago

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