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Is Lead Forensic Analytics Software all it is Cracked up to be?

I love it when sales people coming back from customer visits. The latest feedback from one visit was that one of our customers was using a really sophisticated lead forensic analytics software. This solution allows them to see and follow up on potential customer who were viewing their website, based on the IP address of the visitor.

Sounds great and I suppose it is being proactive. However there are some limitations to this approach which, if you want to go down this route, you ought to consider.

Firstly, the company identified, may have a number of employees and it may be difficult to pinpoint who that person is who was browsing on your website. Then that person may not have any influence on the purchasing decision. And if you do get through to that person, they might have decided that it might not have been the solution they were looking for anyway.

In fact the whole process of being followed up on so quickly is very intrusive and a bit creepy, especially in this day and age, where people want to do their own research.

What you should be doing is making sure that the right information is on your website and that there is a clear logical structure to take the customer to the purchase stage or the next stage of purchase. If you can do this, you won't need that forensic web analytics solution.

Ian Lockyer

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