Monday, 16 April 2007

Optimization

I have just spent 2 days at the Forrester Marketing Forum on Customer Centricity. The common theme throughout 90% of the presentations and exhibitors was optimisation of one form or another. Unsurprising when you consider that in the latest iteration of Forrester's “Marketing Technology Adoption Survey.” The number one area of marketing investment in 2007 from this Forrester survey was for “Web interaction optimization”. The concept is both simple and powerful - use any information, you have, can predict or can elicit from a visitor to determine the most relevant and engaging content to display to that visitor.

My company has been a key player in this field for some time now (yes, optimization is an established direct/relationship marketing tactic) and we have developed a full program around it for our clients - After The Click...

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