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.
Archive for February, 2011
Bridging Targeted Marketing To Online Data
Tuesday, February 15th, 2011Marketing Is Still Needed To Complement Your Social Media
Tuesday, February 1st, 2011As social media continues its assault onto the mainstream audience, one of the side-effects has been the emergence of the view that marketing isn’t allowed in the space.
Conversations on blogs, Twitter, LinkedIn and elsewhere are vocal in the opinion that marketing is dead; we choose who we buy from and whose reputation we ruin; what gets our eyeballs and what doesn’t.