Companies are increasingly turning to sophisticated analytics to improve their return on investment. In other words, they?re trying to find out what happens after the click.

Reaching your target audience is difficult enough as you?ve read: spam filters and an overwhelming amount of untargeted and off-base messages conspire to generate a feeling of apprehension. But the battle doesn?t end when an e-mail is opened. That first click could be the last.

So what are smart companies doing to solve the problem? Market leader Google has invested in software that allows marketers to do online analysis of visitor behavior.

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