The challenge that many organisations face is after spending tens of thousands of Euros to drive the traffic to the site - ads, Adwords, DM, ... and once the visitors get to the site they come in, look around, and then leave. So how can companies capture the big fish before they leave the site. This is giving rise to a whole new generation of solutions to create intelligent, real time interventions to engage quality visitors i.e. instant offers, push to chat with call centres, and smart lead detection forms. To do this intelligently a platform is required to convert traffic into business intelligence, to covert unknown visitors into known visitors based in instant pattern detection, artificial intelligence, and predictive modeling. We are using one such solution with auto and ICT brands. The results are impressive. Shorter sales cycles, higher sales conversions/lead, high call centre response rates, and positive branding impressiong made in the pre-sales process.
Marketing professionals need to look at how to measure quality of traffic rather than quanitity and make links to the revenues campaign generate and the campaign sources of the leads that generate the revenue. With RT monitoring and marketing accountability tools, this is now becoming possible.

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