For Customer Intelligence Professionals

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	March 26, 2008 (updated June 20, 2008) Optimizing Online Interactions For Customer Centricity A Requirement For Delivering Relevant Web Experiences by Suresh Vittal with Cliff Condon, Sarah Glass, Harley Manning	Average: 8  (2 ratings)

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Executive Summary

Direct marketers are adding another weapon to their communication arsenal: the corporate Web site. However, most Web sites do a poor job of delivering compelling and relevant content to online visitors. Online interaction optimization technologies like recommendation engines, targeting tools, and testing platforms can remedy this problem. Given the relative youth of the vendors in this emerging category, marketers must carefully assess functional capabilities to separate hype from reality. To help, Forrester has identified four questions marketers must ask each vendor and has outlined what the responses really mean.

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