I came across Enecto, a SaaS provider of business intelligence tools based in Stockholm. These guys have a standard lead identification and qualification application that uses a little code snippet on your web page to monitor visitors as they browse through your website. I looked at two of their products recently.

The first one is for B2B Identification – it’s your typical web-site visitor identification and qualification system. It matches the visitors IP address with a pool of IP addresses in its database. If there is a match, it identifies the visitor from such and such company. The database is further referenced for BI (Business Intelligence) data provided by Dun & Bradstreet.

The application is pretty robust and offers good data on visitors. But it doesn’t have the same level of features as Active Conversion and neither the cool user interface of Demand Base Streamer. For me it was another decent tool for lead identification that perhaps was better than others in identifying European visitors from large companies.

Marte Stenbro from Enecto, had me trial another product called Enecto B2B Analysis. This is the leaner and more specialized cousin of Google Analytics. What do I mean? Well Google Analytics is a feature-rich tool designed for web-marketers. Google Analytics doesn’t tie into any business database like ZoomInfo, Jigsaw, Hoovers, etc. It cannot give you more insight into the visitors profile other than geographic location, browser capabilities, referral URLs, etc.

Enecto B2B Analysis is not as feature rich as Google Analytics – but it does integrate into Dun & Bradstreet’s BI database. If the visitors IP address matches with an IP in the database, it can identify the visitor’s company. This usually yields a wealth of BI data such as visitor’s company size, revenue, industry/vertical, etc. This type of information can add a whole new dimension into your web-marketing efforts.

An analogy to this is to imagine you work as a security guard at Walmart (a mega supermarket.) You use the Closed Circuit TV to come up with shopper habits/patterns. Google Analytics is a regular camera that lets you make pattern analysis such as:

Enecto B2B Analysis is the camera that can recognize the individuals from the crowd and apply more demographic information into these patterns. The type of information Enecto would yield could be:

I think you get the point – Enecto can add a new layer of sales intelligence into your web-analytics. It tells if your marketing campaigns attract SOHOs or large Enterprises. It shows if your message is more appealing to the construction industry or to the manufacturing industry. It segments your visitor website traffic in ways that Google Analytics can’t.

I found this to be a fresh approach in tweaking web marketing campaigns. But the value of this tool depends on its ability to correctly correlate visitors IP addresses – which is difficult to do when visitors have dynamic IP addresses. Since the BI data is provided by Dun & Bradstreet, then only larger, more established companies are likely to have valuable BI data. So if this is your target market then this could be a good tool for you.

But don’t think that Enecto B2B Analysis is a replacement for Google Analytics – it is not. Google Analytics is a beefed up web-analytics tool designed for marketers. Enecto B2B Analysis is a supplement to Google Analytics that can be used to fine-tune your marketing campaigns to the next level.

Technorati Tags: activeconversion, DemandBase, Enecto, Lead Generation, LeadLander, Web Analytics

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