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Use Data to Personalize the User Experience

Unilog CIMM2-Data Analytics


Many organizations with an eCommerce site don’t realize the valuable data that’s collected every time a buyer visits their site. But, with the help of analytics tools, businesses can evaluate buyer behavior to better understand their interests and intent, and then cater their content and user experience based on those interests.

Personalization is proving to be a great way to attract leads and increase sales in the B2B marketplace. According to Econsultancy, 93% of companies who implement website personalization see a lift in conversion rates as a result. However, personalization doesn’t start and end on your website. Buyer insights can help businesses personalize experiences across all your sales channels and at every touchpoint during the sales cycle.

This white paper covers the key metrics you should analyze to create more personalized content, and offers a variety of ways to engage with people before, during, and after a sale.

If you’ve got a website, you’ve got data – lots of data – and this data is a valuable resource in helping you better understand your buyers. Data analytics provides the foundation for personalizing the user experience because it helps businesses better understand how to connect with buyers in a more tailored, familiar manner at every touchpoint. Driven by a change in B2B buyer needs, this customized approach to engagement takes time and commitment, but results in higher conversions and increased customer loyalty.

By 2020, industry experts believe customer experience will replace product and price point as the key differentiator in the B2B marketplace.


Historically, the B2B sales strategy relied on a large number of leads to help generate sales and growth. But now, companies offering relevant and personalized experiences are finding fewer leads are more impactful when they consist of targeted and meaningful potential buyers.

According to analyst predictions in the Customers 2020 report by consulting firm Walker Information, customer experience will replace product and price point as the key differentiator in the B2B marketplace by 2020. Demand Gen Report’s 2016 findings support this projection, with 94% of B2B buyers admitting they chose a vendor based on its demonstrated strong knowledge of their needs.

In order to create an experience that’s meaningful and custom to buyer needs, businesses must mine the treasure trove of data from their website to gain customer insight.


Analytics tools such as Piwik and Google Analytics track and measure different metrics related to visitor activities on a website. The data gathered can provide greater understanding to personalize the experience for a single buyer or segments of buyers. Whether you want to pinpoint specific behaviors of a customer, track popular site searches, or determine which content resonates most with visitors, analytics tools can capture and evaluate the information to help understand your targeted buyer’s intent and interest.

With data analytics, companies can find out more about site visitors with a variety of metrics such as:

  • Site search analytics: Determine what internal searches and terminology visitors use on your site
  • Event and content tracking: Measure how many people interact with image or text banners, links, and downloadable content
  • Page transitions: Gain insight on what visitors did before and after they viewed a specific page
  • Destination URL tracking: Track pages where you want people to land, such as service pages with contact forms or product pages where buyers can add an item to their shopping cart
  • Time on page: Find out if visitors are spending time on your pages or if they leave quickly to determine if content on pages needs to be added, condensed, or improved


Once you’ve gathered and analyzed the historical, behavioral, and analytical data about your target buyers, you can provide personalized communications at all your customer touchpoints – including online and offline interactions.

Before a buyer makes a purchase, engage with him or her using targeted messaging and promotions in e-mail marketing campaigns, social media, and at industry events. Let your buyer know about new product or service solutions, bundle deals, and related industry news.

When buyers are ready to transact with you, offer up-sell and cross-sell items or, if they typically reorder the same products, make the transaction easier with quick reordering options. The goal is to make the buying process painless for the buyer: help guide them with easy navigation and onsite search, and provide them with all the information they need to make a purchasing decision.

After the sale, continue the engagement. In order to develop a loyal customer and a solid business relationship, personalized follow-up communications are key. From sending out quick post-purchase surveys and loyalty program updates to having a customer service representative make a phone call, showing your customers you care and are engaged is essential to your success.

B2B buyers are looking for tailored content, personalized engagement, and a memorable experience, and it’s up to distributors to make it happen. The data is at your disposal, building every time someone visits your site. It’s up to you to mine that data in order to find out how your buyers shop, how they think, and what they need.

Invest the time and tools needed to learn about your current customers, your target buyers, and your buyer segments. For help in understanding and using analytics tools, contact one of the digital commerce experts at Unilog. Our CIMM2 eCommerce solution employs easy-to-use analytics to help you understand your customer needs. With analytics, a PIM, and a strong CMS, CIMM2 brings everything a company needs to run a successful e-business together into one comprehensive platform.


Unilog is a global technology company that delivers powerful, affordable eCommerce solutions for the B2B marketplace. Our cloud-based eCommerce platform and product data enrichment services help distributors, manufacturers, and wholesalers increase online sales, reduce cost to serve, and enhance their digital channel. Unilog is an ISO 9001:2008- and ISO 8000-certified company with North American headquarters outside of Philadelphia, PA and international headquarters in Bangalore, India. For more information, visit

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