29 Sep '15, 11am

Focusing on Consumer Attitude to Understand Behavior

Traditionally, consumers are thought of as one large group. They act similarly when prompted with specific marketing stimuli and tactics such as discounts, promotional products, and seasonal sales. However, as we continue to increase our visibility into consumer behavior through advanced tracking methods and in-depth web analytics research, we have found that not every consumer is the same. We need to segment our populations into smaller groups for a greater understanding of nuanced behavior. Most web analytics platforms have features that allow marketers to segment their consumer base by demographics, what pages they visited, how often they are visiting the site, what marketing campaign they interacted with last before entering the site and various other engagement behaviors. As good as these tactics are at understanding what consumers have done, they do not provide true ...

Full article: http://searchenginewatch.com/sew/opinion/2427888/focusing...

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