Why Now is the Time to Embrace Your Web Tracking & First-Party Data

    Last updated: November 10, 2020

    Web tracking is a powerful and useful element of audience marketing. Omeda’s web tracking script is something that is often set up, but never utilized at its full potential. Understanding the actionable data web tracking brings combined with your first-party data can lead to great opportunities to further your audience communication and engagement. You may wonder, what exactly can it do?

    By default, Omeda’s web tracking is able to: 

    1. Record URL page view under an (anonymous or known) customer  
    2. Record visits by domain 
    3. Record the visitor’s IP, device type, browser, operating system
    4. Can record content meta data (category, tag, topic etc.)  

    Recording all of these pieces of information is impertinent to website tracking and web visitor communication. Having these different data points not only allows you to communicate with your visitors on a more personal level, they also help you to understand them better. Having insights to who is visiting and what they are interested in can be extremely beneficial and profitable for your brands.  

    Some of the overall benefits of Omeda’s web-tracking tool includes the ability to:  

    Target and Convert Repeat Anonymous Customers  

    Once you have an understanding of what your visitor is interested in, you can prompt them with resources and content that they would be incentivized to download. Upon doing so, you can collect their information and therefore convert that visitor from an unknown visitor to a known audience member.  

    Help the Sales Team’s Strategy with the Data You Collect 

    Take the actionable data you collect on how your audience is consuming content and bring it to the sales team. Your sales team can then build a strategy around how they should approach any audience prospects visiting your site. By understanding their interests, they can present them with offerings that will be of value to these prospects.  

    Generate a Lead Scoring Model and Lead Qualification Program 

    Cultivate engagement by using first-party data – like subscriptions, email activity, whitepaper downloads, and webinar registrations – along with web tracking to create a lead scoring model or lead qualification program. You can create full pictures of your leads and how engaged or qualified they are based off of their webpage visits and personal information they provide for various brand offerings.  

    Use Audience Interest to Develop New Products and Strategy 

    Regularly following what your audience is interested in and viewing can help to spark inspiration for new products to be created or for a shift in your content strategy? Maybe you see that there has been a large interest (through website visits) on a topic you have not covered much. This would be a great opportunity to expand your content surrounding that topic.  

    Identify Key Audience Segments 

    Once you familiarize yourself with the data, you can start to identify where data splits are evident. Build out key audience segments based on how engaged they are with various types of content or how frequently they visit your sites. You can then feed these segmented audiences into various Odyssey voyages that provide them with information and messaging that would pertain to their interests and needs.  

    Nurture New Visitors with Content They Want 

    Not only can you understand and communicate with your current customers more effectively, but you can also segment and target new visitors and prospects with information and content that is relevant to them. Whether they are known or unknown, you can explore what kinds of category tags and URLs they are landing on, and then feed these audiences with content suggestions they want. Personalization messages on your sites are a great way to directly communicate with these visitor groups. 

    Win Back and Reconnect with Unengaged Visitors 

    There is inevitably going to be a group of any brand’s customers that is no longer engaging with the email promotional offerings that your brand is producing. If you know that certain visitors are unengaged (either through unsubscribing or lack of activity with email opens and clicks), you can create personalized website messages to still effectively communicate with these audience members.  

    Gain Content Insights, Reporting and Success 

    Explore which articles have the most success by exploring monthly engagement metrics. Reviewing the number of webpage visits and which known audience members were landing on these pieces can give you a lot of insight into what content is working. You can also explore the content audiences by demographics such as title, purchasing authority, company size and location so you can better understand what content resonates with different audiences.  


    Often times we get so caught up in generating and promoting content that we forget about all the value this content brings. Reviewing the interest and audience that original content pulls is essential for communicating with your audience and providing them with more insights and information they want in the future. Utilize all the data that web tracking provides for your brands to strengthen your customer relationships and help strategize for the future.  

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