For market researchers who think in terms of the "average customer," there's a tool they must learn about. Segmentation is its name, and Michael shows...
View articleThe market's down. That doesn't mean you have to be. Just adhere to these 12 laws, and you'll become a model of sales citizenship. Read More...
View articleYou don't need a B.A. or M.S. or Ph.D. to know that beyond the ABCs of running a site are the GTC and POA. Bryan spells it all out for you. Read More...
View articleFrom New York to Italy, and measure for measure, readers have been responding to Janet'scall for sharing customer performance metrics. The long and sh...
View articleThe pre-post analysis, while a fundamental type of market research experiment, has countless tricky applications. Luckily, Michael stresses the key po...
View articleIf two heads are better than one, imagine what can happen when Janet and ClickZ readers put their heads together. For one, you get a starting point fo...
View articleEven in the age of the Web, people buy the way they always have. That means to get them to buy, you need to sell. For your Web site to sell, its infor...
View articleJust when she thought she would be spending weeks and weeks writing about definitions, designations, meanings, descriptions, classifications -- well, ...
View articleYour Web site's home page is both sales funnel and salesperson. You've got to pull your potential buyers through the funnel, showing them the way to w...
View articleYou don't have to be Shakespeare to get people to understand you; you just have to define your terms. Read More...
View articleWhy would anyone want to do business with you? What's so special about you? What makes you think you're any different from anyone else? No, that's not...
View articleThe definition of conversion ratio may be a mouthful, but you need to think with your head, not your stomach. A gut feeling is not the best way to mak...
View articleHear ye, hear ye! Ads fail if they don't respect the workings of the brain. In advertising -- and the brain -- the killer app is sound, whether heard ...
View articleHow can you derive meaning from a chaotic world made of vast sets of data points? Well, you could turn to religion... Maybe even ideology. But if you'...
View articleInformation may be power, but data is not information. It takes insight, understanding, and interpretation to turn data into information, and the firs...
View articleIf you want to measure site traffic, you'll have to count what counts. So... What counts? What tools count what counts? What measurements do the tools...
View articleWe love baseball. All those stats! Ks, ERAs, and HRs... If you also love baseball analogies -- and just maybe also want know how to increase your Web ...
View articleData analysis is both an art and a science, and though the science of it is critical, so is the art: determining which information will hold the great...
View articleCustomization -- good. Stereotyping -- bad. Personalization -- good. Too personal -- bad. Data mining and profiling -- good. Intruding and encroaching...
View articleIt's time for a little statistics. Wait, come back! This isn't a flashback to your college stats course. No scary formulas, just an overview of key co...
View articleThe only thing customers care about is what your product or service can do for them. To engage customers, you need a Web site with strong copy that sp...
View articleWant to know what your customers want? Ask them. The customer satisfaction survey can be a very useful tool in making critical business decisions. Mik...
View article"Ask a silly question, get a silly answer." This playground put-down contains a hard kernel of marketing truth. If you want to gather actionable custo...
View articleTo increase your online sales, you have to begin at the beginning: your home page. If it doesn't do what it should, visitors won't go deeper into your...
View articleSo Statistics 101 wasn't your favorite class. But chances are you recognize how important sound sampling methods are to conducting an effective resear...
View articleMeasuring your site's traffic is crucial to assessing where you're going. In this new column Internet analyst and statistician Michael Hochster will g...
View articleDon't get Bryan wrong. He does think marketing is an essential part of the e-commerce equation. But when it comes to success in e-business, or any bus...
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