"A Dynamic Strategy for Wooing Online Consumers"
Know thy online customer, says Chris Marriott, vice president and global managing director for Acxiom Digital. Use the cyber "ears" (Web clickstream data) available to you to truly listen to every customer's preferences. "We've long had the capability to record what a consumer clicks on in an e-mail and what he or she does subsequently on a website," says Marriott, citing data that shows that marketers who use Web clickstream data enjoy a four-fold boost in performance.
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Engage!
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