The articles below focus on Targeting & Segmentation, processes used by website owners to improve user experience by delivering the right content/design to the right person at the right time. It does so by analyzing visitor behavior and using segmentation to create Personas and Behavioral Targeting campaigns.
Marketers may be squandering a huge opportunity if they do not leverage web analytics as a rich source of behavioral insights on individual prospects and customers. Using behavioral targeting, web analytics can play a far more direct role in engaging customers, improving customer experiences, and increasing sales, by enabling companies to deeply personalize their communications and interactions.
The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.
There is a reason your analytics data does not make any sense. There is a reason you are unable to find an iota of insight that you can action. There is a reason you feel data is your enemy. You see, you are not following one of the holiest of holy covenants when it comes to data analysis: Segmentation. Article contributed by Avinash Kaushik.
Behavioral Targeting (BT) has gotten a lot of attention as one of the best ways to optimize online advertising. First of all, BT delivers results: a recent NAI study showed that BT is more than twice as effective as non-targeted ads. Second, according to eMarketer, companies are spending money on BT ads: BT ad spend will represent 25% of total US display ad spend in two years [...]