Marketers don't want to measure raw hits on a Web site. Increasingly, they want to categorize visitors and measure the significant things those visitors do on the site. Many want to track the effectiveness of promotions in real time and make adjustments instantly. They often want to take data about Web activity offline, combine it with their traditional data, mine it, and report on it. They want to improve advertising effectiveness, visitor loyalty, purchase rates, cross-sells, and up-sells. All this is fueling demand for a new generation of Web-site analysis tools that represent visitor behavior in terms that marketers understand.
Web Techniques: Table 2
Information that marketers need to know about Web sites,
translated into categories.
WHAT MARKETERS ASK
WHAT MARKETERS MEAN
Visitor categories (demographic or behavioral)
sorted by visit frequency
Where did they come from?
Ad campaigns or inbound hyperlinks sorted by visit frequency
What did they do?
Content category, for each visitor category, sorted by page-view
How did they use the site?
Traffic patterns, next-click or previous-click from each page,
sorted by frequency
Why did they leave?
Exit pages, for each visitor category, sorted
by visit frequency
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