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Integrating Offline Data to Improve Online Relevancy

by Andrea Fishman. Clickz, March 23, 2011. "Seeking new ways to enhance predictions of user action and intent, marketers are forging new ground in finding ways to tie together online and offline data to build more comprehensive engagement models. Once, the collection and analysis of online activities and offline interactions were separate pillars of data managed by disparate internal teams – and often done by comparing stacks of reports and spreadsheets with different indicators. However, advances in tracking technologies are offering new opportunities for organizations to develop a more comprehensive view of a user's behavior across multiple touchpoints..."

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Added: 24 March 2011 Page views: 560 Rating: 0 Votes: 0
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Last updated: 24 March 2011