Web and CRM data for sales analysis
LANCOM Systems
Data analysis · further method development
The problem
How does use of a company website relate to later project enquiries? The analysis for LANCOM Systems examined browsing behaviour alongside associated project information.
IAP’s contribution and approach
IAP first conducted an exploratory analysis and tested whether observed relationships generalised to other data. The deeper analysis examined temporal visit patterns and transitions between pages. Visualisations and grouping helped compare different browsing behaviours.
Result and development stage
The work produced analyses of browsing patterns and approaches for further assessment with the sales team. The findings helped identify suitable features and validation steps for potential future prioritisation of enquiries.
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