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ABSTRACT:
How can we get the most out of our online advertising spend? How can we improve the performance of our campaigns? How can we identify our high-value customers? Which messages will resonate with long-term customers? Which offers will turn prospects into customers? The good news: these are questions that can be addressed with technology that exists today. This technology helps you segment your customers, effectively target content and offers, and test your marketing strategy for relevance and effectiveness on an ongoing basis.
Online segmentation and content targeting provide a methodology for interactive marketers to deliver experiences that are more relevant to groups of high-value customers and, in doing so, improve business performance.
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AUTHORS:
Andy Fisher
Analytics Director, Avenue A | Razorfish
Paige Mantel
Vice President of Product Marketing, Interwoven
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