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Permalink Reply by Chana Hercenberg on July 23, 2009 at 5:45am

Thanks for posting this article. This was the response I just submitted to him....

Hi Stephen,

Is there a measurable action set up for the CEO to take when he gets to the website? That is a big part of Analytics. Setting up "goals" on the website that tell you more about the visitor. And leading them through a process of actions on your website. These can tell you a lot about who the person is.

It's also important to make use of psychographics, and setting up your website with specific business objectives and audiences in mind.

You can separate a webpage into audience cluster focuses, or have specific actions (eg. downloads or sign ups) of interest that they may see.

That, together with a highly strategized focus (eg. a Twitter campaign that focuses on providing high value to a targeted interest group for example, email campaigns to targeted subgroups), and measuring things like where they came from before the site, how many times they come back, where they come from each time and how many other touch points they've been to across a range of media (as well as gauging the length of their viewing the video, calls to actions with coupons or other measurable responses, uniquely generated phone numbers, etc...can lead you to a lot more information on who the person is at your website.

There is also often a way to see the server name, and if they are coming from a company address. And more...

It's the creative integrated combination of business strategy along with analytics and marketing knowledge and innovative technology solutions that can solve (at least some of) these issues.

I hope this analysis will prove helpful. Feel free to contact me for further discussion should you want to bounce some ideas off of me.

Regards,
Chana Hercenberg

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