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For Customer Insights Professionals

Q&A: Five Web Analytics Answers Direct Marketers Must Know

October 14, 2008


  • By Megan Burns,
  • Suresh Vittal
  • with Jennifer Joseph McGann,
  • Emily Bowen

Why Read This Report

Web analytics data is one of the few pieces of customer data that direct marketers have not yet integrated into their customer databases. This is a missed opportunity for most direct marketers: Web analytics data helps marketers deepen their understanding of customers and campaigns as well as identify relevant content for future campaigns. This report looks at the what, why, and how of Web analytics from direct marketers' point of view, the challenges they face, and the skills they need to use Web data most effectively.

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Table of Contents

  • 1. What is Web analytics?
  • 2. Why should direct marketers care about Web analytics?
  • 3. What technologies support Web analytics today?
  • 4. What barriers are direct marketers likely to encounter when using Web analytics?