Posted on August 20th, 2008
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There is no doubt that you get better results in marketing campaigns that are targeted to those customers and prospects who are interested in your products and services.
It’s why marketers love customer demographics, and information on product holding, past purchases and campaign responses.
But what if you could go beyond this, and use online behavioural insights for your campaigns as well?
Taking it one step further, what if you could build or tailor an analytics solution to capture these behavioural insights - not just from the web, but from offline data as well?
It would place some pretty powerful information at your fingertips.
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Posted on June 19th, 2008
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I’ve had to hone my persuasion skills lately, in trying to convince clients that performing quantitative site analysis before a re-design is a must-do activity.
Much to my dismay, I’ve discovered that once a client gets it into their head that they want to re-design their website, it’s ‘out with the old, in with the new’. Their customers have told them that the existing site doesn’t work, so they think there’s no point in analysing it. Instead, they want to toss the old site in the cyber-dustbin, and start coding again from scratch.
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Posted on June 19th, 2008
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It’s so refreshing when you find people who ‘get it’.
Multichannel Marketing: Metrics and Methods for On and Offline Success, the new book by Akin Arikan, is a thorough and practical exploration of the topic, with enough how-to’s and advice for all on and offline marketers to reap the benefits of multichannel marketing.
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Posted on June 19th, 2008
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Affinium NetInsights (NI) is a key component of the Affinium Enterprise Marketing Management (EMM) software suite by Unica. This web analytics tool allows you to investigate web traffic and customer behaviour, offering both page tagging and log file analysis.
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Posted on May 21st, 2008
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For most businesses, website maintenance means a redevelopment every three years or so – and not much else in between. Lessons learned from one upgrade are incorporated into the next release, and the website improves… very slowly.
Using this model, the time between identifying a problem and resolving it to unlock value can be as long as three years. Clearly, this is not ideal.
Fortunately, along came Web 2.0. One of the main principles of Web 2.0 product development, which has underwritten the rapid rise and success of its products, is the concept of ‘always beta’.
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