3. Use Cases and Visit Intent

Two-tiered segmentation sounds great. I’d sure love to know who my visitors are and what they’re trying to accomplish. In the digital world, though, visitors are mostly or entirely anonymous. I see a vapor trail in the sky, but I never see the airplane and I never get to talk to the pilot. So how can I possibly understand visitor intent, or what visitors are trying to accomplish? This is the single most important problem in understanding the digital world. The solution to this problem gives us a proven path to solving many other problems in digital measurement.

Few people fail to see the immediate appeal and deep power of measuring the digital world using a combination of visitor and visit intent segmentation. Knowing ...

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