Bridging Targeted Marketing To Online Data

February 15, 2011

Bridging Targeted Marketing To Online Data

By Jim Connolly

The first post in this series discussed two fundamental principles that underlie the process of Web analytics: the assumption of intentionality and an understanding of the "natural structure" of the Web site. The assumption of intentionality is simply the claim that visitor's navigational behavior is indicative of interest. The claim about "natural structure" of the Web site is that the design and creative on the Web site alter, limit and channel visitor behavior and limit conclusions about intentionality. It is the inherent tension between these two principles that creates much of the complexity in Web analytics and is this tension that makes the brute-force application of statistical techniques like correlation unsuccessful.

In my last post, I took a similar look at the traditional practice of Targeted Marketing. A practice with a long, proven record of success but which has, unfortunately, been attached to consumer channels that are in the process of dying – making it ever less relevant to today's marketing.

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