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Web Analytics Tools Should Measure Social Media

Posted by Neil Vineberg on June 19, 2009

refresh_analytics_screenshotAlbert Gouyet, VP of Marketing, Quantivo, writes in Direct Marketing News, “Most Web analytics tools today were designed for Web 1.0 — a world where visitor behavior did not change in a flash.  As such, they rely on inflexible segmentation definitions, predictive models that take long to build and roll out and narrow analytics capabilities that fail to provide in-depth insight into behaviors.  In the modern Web, to get reaction time within the window of opportunity dictated by these fast-paced changes, a new approach is required. The solution starts with recognizing that behavioral analysis is fundamentally different from standard Web analytics.”

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