March 21st, 2011
Filed Under: Perspectives, Segmentation
Like most things of value in this world, segmentation is used in a variety of ways by businesses today. The two most common applications of segmentation are reporting/analysis and targeting. Segmentation is often applied to reporting and analysis to help marketers understand the behavior of one portion of the population when compared to another. Segmentation
Read moreFebruary 10th, 2011
Filed Under: Digital Marketing, Optimization, Segmentation, Site Optimization
As a marketer, developing and executing relevant targeting that is more effective than your competitor is difficult under the best circumstances. Imagine trying to do that in a regulated industry like healthcare. Not commercial healthcare insurance…I’m talking about Medicare coverage. We’re fortunate enough to have most of the top healthcare insurers in the US as Webtrends customers, including 3
Read moreJanuary 13th, 2011
Filed Under: Digital Marketing, Segmentation
Before you men out there get too proud or you ladies get too pissed off, let me explain. Last week I read an article in eMarketer based on a recent Gallup study and survey from Burst Media. The article entitled “Men are more open to online tracking” really got me thinking. Short of burying your
Read moreDecember 13th, 2010
Filed Under: Digital Marketing, Email, Segmentation
If you wait for the right circumstances to start targeting, you’ll never do it. Marketers often lean more toward perfection than trial and error. It’s human nature after all. Let’s review the top excuses (I mean reasons) why marketers aren’t targeting today: Resource constraints – Most organizations feel they are understaffed to execute an effective targeting program.
Read moreDecember 3rd, 2010
Filed Under: Digital Marketing, Email, Optimization, Segmentation
I hate to break it to you but most targeting campaigns today are irrelevant to the audience that sees them. Before anyone gets offended, I recognize that some of you marketers are driving relevent and effective targeting. Congratulations…but the reality is you are in the minority. It’s commonly known that the more relevant the targeting,
Read moreDecember 1st, 2010
Filed Under: Customer Stories, Landing Page Marketing, Optimization, Optimize, Segments, Site Optimization
Challenges Carmaker Renault’s web site, www.renault.co.uk, is a primary source of information about Renault products and services, and generates brand awareness, customer loyalty and leads for dealers. However, the aggregate/collective analytics that Renault used to measure total visitors and visits on its web site didn’t provide the detailed insight necessary to determine how online marketing
Read moreDecember 1st, 2010
Filed Under: Customer Stories, Optimization, Optimize
Overview Kimberly-Clark, a global provider of health and hygiene products, maintains No. 1 or No. 2 position for brand share in more than 80 countries. Challenge To maintain its brand share and build stronger online relationships with its customers, Kimberly-Clark has moved from a traditional to multimedia customer engagement model. This requires precise, ongoing measurement
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