Karpinski, Rich
September 2008
B to B;9/29/2008, Vol. 93 Issue 13, p22
The article focuses on the challenges of mastering Web 2.0 analytics faced by e-mail marketers. It states that business-to-business marketers can always tune-up their basic search engine optimization and analytics tactics, but they cannot ignore the Web progress in the direction of growing online video inventories, new social network constructs and Web 2.0 applications. The author suggests that marketers must stay at the cutting edge of the Web analytics game or they might be left behind. It also states that the biggest difference between Web 2.0 and early Web analytics is that marketers today must track activity and interest across a much broader universe.


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