It is often said that building (or proving) the business case for (site-side) behavioral targeting has been a lot harder than justifying an investment in more straightforward site optimization techniques such as A/B testing. As a result, you can read …
Building the Business Case for Behavioral Targeting Read more »
You might be squandering a huge opportunity if you aren’t using web analytics as a rich source of behavioral insights on individual prospects and customers. Read the full article published on the brilliant new online-behavior site. There you’ll also see …
Behavioral Analysis for Driving Targeted Marketing Read more »
Like most vendors at the eMetrics marketing optimization conference this year, I only had a chance to attend very few of the sessions. But each of the ones I did attend was awesome. Even more awesome than I remember from …
Last Wednesday (March 31st) Eric Siegel presented on 5 Ways of leveraging predictive analysis using web analytics data. Registrations and attendance were very strong which isn’t surprising because the WAA”s yearly survey had recently shown that predictive analysis is a …
Q&A with Eric Siegel on Predictive Analysis using Web Analytics Data Read more »
The great Eric Siegel is going to speak in a webinar on March 31st on the topic of predictive analytics for online applications using web analytics and other data as input. In web analytics we always think that predictive analysis is …
In part 1 of this series I summarized the crossroads at which digital marketing has arrived in 2010. In this part we will look at the surprising advances that direct marketing has made in the past two years. The old-new …
In the two years since publishing the Multichannel Metrics book, the face of marketing has changed drastically. We are entering a critical crossroads in 2010. By 2013, will we look back and find that this was the year when marketers …
Multichannel Marketing – 2 years later: Digital is at a crossroads now (part 1/3) Read more »
In a recent post readers and I mulled over the fact whether Amazon really is that cool with their customer analytics and interactive marketing as we keep saying in our industry. Or whether their real secret to success is that …
For all that buzz around Amazon’s sophisticated analytics and its targeted book recommendations, it is worth asking in Kevin Hillstrom’s priceless, heretic style: Is it just hype or does it really make the big difference for their business? Do we …
(This post is part of a series on the state of multichannel metrics today, one year after the book came out.) In a subscription based business model, e.g. mobile phone service, you have two ways to make a customer: gain …
Online-Offline Integration for Retention Marketing Read more »