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In an earlier column, I introduced a very simple segmentation model that relies on observed behavior. Any marketer tracking basic e-mail metrics will be able to use this model to better target content and, hopefully, improve performance. It’s not that this model is better than...
Each year for the past decade a steady stream of consumers has flowed into the ranks of online shoppers, providing a natural lift for e-commerce. But that stream is slowing noticeably as the pool of consumers who have not shopped online shrinks each year,...
The best way to approach your A/B method is to take the scientific approach or better known as “The Scientific Way”. Ask a Question Research the behavior of the users a website is targeted at and understand where they tend to bounce off the path...