iPerceptions tools collect and correlate customer information and behavior from a variety of sources. In turn, an integrated dashboard enables travel companies to optimize their online channel and improve ROI. The unique integration of Voice of Customer survey data (the “why”) with corresponding behavioral/clickstream data (the “what”), delivered through an advanced interactive dashboard, which allows resource-strapped Web teams with too many data on their hands to monitor and quickly access the most relevant data and insight to help them optimize their online channel. The most innovative version of this integration is made possible by matching relevant session-level Google Analytics raw data with matching individual VoC survey responses, as opposed to the commonly available aggregated data. In doing so, we are able to provide an extremely powerful and very affordable Web analytics solution.