The Promises and Challenges of Web Site Measurement
The Internet is often heralded as the ultimately accountable medium with huge sales and marketing opportunities arising from greater levels of customer intimacy made possible by analyzing customer interaction and site usage data. In theory, Web analytics and measurement enable the following.
13.1 Promises
13.1.1 More Effective Marketing
By observing and capturing customers’ behavioral data, you understand individual customer preferences and needs. This affords much more valuable marketing insight than traditional demographics, which crudely lump people together.
Equally, by tracking performance in real time, marketing messages can be quickly and cost effectively optimized. For example, ...
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