Part 2. That Newfangled Direct Marketing
Engaging your customer is about more than just listening. If actions speak louder than words, then how can you watch the actions your customers are taking?
The Internet allows you to observe everything they do and count how many times each person does them and under what circumstances. It’s the most powerful market research tool you’ve ever seen—if you know how to use it.
Part 2 teaches you how to measure what your customers do, how to choose from the options available for improvement, and how to adjust your marketing in response.
Chapter 4, “Going Over to the Dark Side,” brings us face to face with customer activity metrics. You learn to identify the purpose of your Web site and to track your site’s success ...
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