Little things mean a lot; `Boutique' marketing metrics fill in gaps, pinpoint needs.(internet marketing as a better marketing tool)

B to B, February, 2007 by Hosford, Christopher

Byline: CHRISTOPHER HOSFORD

There are any number of "boutique'' marketing tools designed to carefully parse customer behavior and prompt quick tactical shifts. These shifts may or may not result in better sales, but at least you can't say marketers aren't trying. Web analytics have become increasingly important to marketers intent on knowing who's visiting their Web sites and why, with new optimization techniques that help attract the right customers to begin with.

Search optimization

The most well-known technique is simply one in which Web site designers embed keywords they feel are most likely to be searched. A more sophisticated (and expensive) technique is to buy keywords through such search engines as Google and Yahoo, to allow a...

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