Analytics provide intelligence for better targeting

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“[Before using Web analytics], we didn't have a way to know the types of visitors to our Web site—were they our target audience, which firms were coming to our site? Today, we use it mainly for intelligence, to use user patterns on the site and specific types of firms that are seeking specific types of content. We evaluate that and then tailor information to those users. We can set up a profile with the criteria we are looking for—firms of a certain revenue and size—and then focus our follow-up efforts just on firms that meet [those] criteria and ignore the rest.” —MEREDITH BINDER, VP-global marketing, Factset
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