A major challenge is how marketers can maintain relevancy throughout their marketing initiatives. What is relevant to one customer might not be to another, and delivering irrelevant marketing messages using any marketing medium can cause brand erosion, list attrition and decreased customer loyalty.

The difficulties in developing relevant messaging strategies historically have been rooted in poor data collection, limited reporting capabilities and lack of technology integrations between Web analytics and messaging systems to provide individual customer relevancy in a timely manner.

But this relevancy challenge is not without those working to bridge the gap among technology, site behavior and customer contact strategies. Marketers are finding tremendous success using Web site analytics data to fuel targeted campaigns. While Web analytics is valuable in improving site performance, it also can be effective in re-engaging Web visitors and interjecting relevancy throughout marketing programs.

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