Cross-functional analytics tool for integrating web analytics data and customer relationship management data

A method, comprising:

• providing, within a container deployed via a website, instructions for tagging customer activity data with a unique visitor identifier associated with an analytics system, wherein the customer activity data is tracked by a customer relationship management (CRM) system independent from the analytics system;
• receiving, from the CRM system, the customer activity data and the unique visitor identifier tagged to the customer activity data based on the instructions provided within the container;
• receiving, from the analytics system, web activity data for a customer device with respect to content of the website, wherein the web activity data is associated with a visitor identifier assigned to the customer device by the analytics system;
• and
• generating an integrated report including both the web activity data with respect to content of the website associated with the unique visitor identifier and corresponding customer activity data tagged with the unique visitor identifier.

A system comprising:

• one or more processors;
• and
• a non-transitory computer readable medium storing instructions thereon that, when executed by the one or more processors, cause the system to:
• provide, within a container deployed via a website, instructions for tagging customer activity data with a unique visitor identifier associated with an analytics system, wherein the customer activity data is tracked by a customer relationship management (CRM) system independent from the analytics system;
• receive, from the CRM system, the customer activity data and the unique visitor identifier tagged to the customer activity data based on the instructions provided within the container;
• receive, from the analytics system, web activity data for a customer device with respect to content of the web site, wherein the web activity data is associated with a visitor identifier assigned to the customer device by the analytics system;
• and
• generate an integrated report including both the web activity data with respect to content of the website associated with the unique visitor identifier and corresponding customer activity data tagged with the unique visitor identifier.