A new level of sophistication for online visitor segmentations.

Advanced Behavioral Segmentation with Psychographic Overlay

Advanced Visitor Segmentation lies at the heart of virtually everty good analysis. Yet a good segmentation is far more than just an analytic tool. It serves as the primary language bridge between traditional marketing organizations and their employees and those focused primarily on the web.

Unfortunately the art of visitor segmentation has suffered for a variety of reasons. Sometimes online visitor data doesn't fit the classic geodemographic segmentation model. Other times traditional web analytic tools provide no way to build decent segmentations.

It's because of these last issues that most companies have built online visitor segmentations using traditional VOC data. We believe this approach is fatally flawed because segments built using VOC data are nearly impossible to map to behavioral characteristics on the web. This makes them essentially useless except for abstract design purposes. They can't be applied to specific web visits/visitors and so can't be used to drive additional analysis or online targeting.

We take a completely different approach. Using an Omniture (or other solution) data feed, we move detailed level data (usually from a large sample) into a true segmentation system. Using proprietary techniques for content categorization, we then create rich interest segments based on neural network analysis.

At the same time, we use online surveys to collect rich attitudinal data from our behavioral research sample. This VOC data is combined after the segmentation is in place in order to provide "color" to the segment descriptions.

Once the segments have been derived, they are re-populated in the WA tool and used to create a best-of-both-worlds segmentation analysis. Marketers get the rich, descriptive color that makes segments genuinely useful from a conceptual standpoint. And analysts get the ability to integrate segmentation into every analysis.

A company-wide Online Behavioral Segmentation will transform your online marketing!