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RE: [webanalytics] Research: Combining ethnographic and clickstream to ID Web browsing strategies

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  • jay.allen@cutterbuck.com
    Interesting article by Xavier Casanova (formerly of Fireclick): http://www.marketingprofs.com/6/casanova1.asp It s called The Next Generation of Web
    Message 1 of 2 , May 30 10:26 AM
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      Interesting article by Xavier Casanova (formerly of Fireclick):
      http://www.marketingprofs.com/6/casanova1.asp

      It's called "The Next Generation of Web Analytics"

      One quote:
      ************************************
      Now some major changes are happening online that are going to make the
      current analytics products look like Webtrends in 2002. These changes
      (RSS, social networks, blogging, etc.) are affecting, even transforming,
      e-commerce because more purchasing decisions are made outside of their
      site-on a forum, a comparison shopping site, or a blog-places where the
      marketer has no visibility and no control.

      Moreover, it is becoming increasingly difficult to effectively manage
      customer loyalty programs online because (a) customers are harder to
      reach via traditional tools like email and (b) repeat customers and
      visitors are harder to track since they may connect from multiple
      devices and sometimes block cookies (up to 30%, according to Jupiter
      Research).
      ************************************



      Thanks,
      Jay Allen
      Cutter & Buck
      770-410-4708
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