Personalization is the output of a Targeting & Segmentation process. Once the segments are defined and a Behavioral Targeting campaign is performed in order to define which content and design is the right one for a specific segment of visitors, the website should be personalized for this segment.

  • Web Analytics Evolution

    Web analytics Evolution

    Visitor interactions with websites have changed substantially in recent years due to the development of advanced browsers and extensive implementation of websites rich in Ajax, JavaScript, Flash and other interactive content. Just as browsing patterns change, so should the way in which we analyze a website.

    Danny Hen - April 15, 2011
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  • Email Personalization: Are Your Emails Really Personal?

    Email Personalization

    Do you remember the promise of true 1 to 1 marketing from over 10 years ago where technology would automagically give a unique message to every customer returning to the site or every email subscriber? Well our analytic capabilities have advanced a lot, but many companies are a long way from delivering targeted, relevant emails.

    Dave Chaffey - February 14, 2011
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  • Personalization - Response Based Segmentation Strategy

    Personalization and Segmentation Strategy

    You only have one chance to create your first impression. Learn more about selecting the main message for the homepage of a website with two very unique target audiences can be very complicated. By segmenting and targeting your traffic you will be sure to provide the best experience for each individual segment.

    Phillip Klien - January 18, 2011
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  • Unintended Consequences of Targeting: Less Information, Less Serendipity – Part II

    Targeting and Serendipity

    In part I of this article, I discussed the unintended consequences of Targeting and how they can decrease the information quality served to consumers and their likelihood to find new products. In this part II, I turn now to a review of some of the approaches that have been advanced to increase these chances.

    Isaac Waisberg - December 30, 2010
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  • Unintended Consequences of Targeting: Less Information, Less Serendipity - Part I

    Targeting Consequences

    According to a recent New York Times column, the reason why personalized marketing is "being hailed as the latest breakthrough" is that it "tries to show consumers the right ad at the right time." From the standpoint of the advertiser, all this is indeed wonderful. Yet, it is worth asking whether there are reasons for concern. In this article, I discuss one such reason.

    Isaac Waisberg - December 23, 2010
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  • John Lovett - Web Analytics Demystified [interview]

    Interview - John Lovett from Web Analytics Demystified

    In this video we discuss the development of the Web Analytics industry with Web Analytics Demystified Senior partner, John Lovett. He shares with us insights on how to make websites more relevant to users, how the WAA is acting to foster the industry, and where we, as an industry, are heading towards.

    Online Behavior - December 2, 2010
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  • Data Discovery: Tell Me Something I Don’t Know by Neil Mason – Part III [video]

    Data Discovery

    In Part III Neil Mason presents examples on how to use data mining and segmentation to understand customers and create personas based on behavior. This will help us to understand where the customers are likely to go, helping us to design their experience and target them in a more scientific way.

    Online Behavior - November 12, 2010
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  • Data Discovery: Tell Me Something I Don't Know by Neil Mason - Part II [video]

    Data Discovery

    Following Neil Mason's discussion on Data Mining Process and Predictive Analytics (part I of this presentation), he nows discusses the Data Extraction, Transformation and Loading, a critical step on the data mining process. Neil also goes over a case study on customer segmentation where he explains two different ways of applying behavioral segmentation strategies.

    Online Behavior - November 4, 2010
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  • Data Discovery: Tell Me Something I Don't Know - Part I

    Data Discovery

    "Data: Discovery: Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In Part I Neil discusses the difficulty of extracting signals from all the noise present in the overwhelming quantity of data we deal with nowadays.

    Online Behavior - October 28, 2010
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  • Landing Page Segmentation For Higher Conversions

    Audience Segmentation

    Your online traffic is like a mixed fruit basket, similar in many ways, but also very different. Marketing to a mixed basket is difficult - how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? Landing pages are the perfect place to try out segmentation...

    Anna Talerico - October 20, 2010
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