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.