By tracking the way in which constituents view and interact with CMS pages, you can measure the performance of your site and tailor your communications to clients. You can track when a logged-in constituent:
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Visits a website
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Views a page
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Completes and submits an online form
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Submits a Create Content form to post content online (this feature will be available in an upcoming release)
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Submits a comment
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Sends a CMS eCard
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Sends a CMS page to a friend
Note: All interaction data is collected automatically in Constituent360 except for page views. To track page views, you must tag the pages you would like to track.
Reporting and querying on these behaviors allows you to do such things as manage constituent relationships, segment your constituents into groups to target for special communications and promotions, proactively identify situations that may require attention, and analyze your constituent base.
Example: Cooper is an analyst at the American Health Society (AHS) who would like to send fewer, more targeted appeal emails and increase donation response rates. To do this, he tags 4 CMS pages related to the "AHS Deconstruct Diabetes Prevention" campaign. After waiting 30 days, he determines that he has gathered a sufficient amount of interaction data. He creates a query to find every constituent who has the "diabetes" email interest, who has not donated to the campaign, who has visited the site more than 3 times in the last 30 days, and who has visited one or more of the tagged pages. His query identifies 1,453 constituents. He sends an email appeal to these constituents and also to a control group of 9,842 constituents. The members of the control group have the "diabetes" email interest and have not donated, but they have not visited the web site in the last 30 days and have not visited any of the tagged pages. One week later, he analyzes the responses and discovers a statistically significant higher donation rate from the 1,453 constituents than from the control group. By using CMS interaction data, he can send fewer overall appeal emails, which are more targeted, to reduce email list fatigue across his entire house file and improve response rates.