Defining the True Profile.
IBM Thought Leadership white paper authored by John Lovett, Senior Partner at Web Analytics Demystified, Inc.
The art of profiling customers to drive relevant communications has been a marketing mainstay for decades. However most organizations struggle to keep pace with customer change.
Newer technologies, devices and modes of communication are making traditional marketing practices redundant. Leading organizations that understand customer behavior across channels are gaining competitive advantage. This advantage can be yours by adopting and using True Profiles.This paper was produced in part with funding from IBM. WebAnalytics Demystified and IBM hope that the concepts and practices outlined here provide ideas about what is possible today.