The new A&B Interactive Dashboard merges website visitor data from Google Analytics and similar services including Omniture and WebTrends, with information from respondents that have taken part in iPerceptions polls on the same site.

Data is matched by assigning each survey respondent with a unique ID, which is then sent to Google Analytics, for example. IPerceptions then uses Google Analytics’ application programming interface to match the attitudinal data from the surveys with the corresponding behavioural data.

As a result, the firm said that marketers can view “their most important analytics data in one place” and view the data down to individual survey responses.

Claude Guay, CEO at iPerceptions, said: “Marketers need to have their finger on the pulse of their online visitors. The only way to do this is to put the ‘what’ and the ‘why’ together, so you finally have context for the behaviour based on their spoken intention.”