고객행동기반 키워드 마케팅 전략

고객행동데이터를 분석할 수 있는 마케팅툴을 기반으로 방문자의 행동패턴에 의한 서치키워드를 제안하는 키워드 마케팅 전략에 관하여 소개하고 있다.

But simply bringing new prospects to its Web site wasn't enough. To maximize sales, Discount Tire needed to know more about the actions that its visitors were taking once they clicked on a text ad. The retailer, already a big user of Google AdWords, in which advertisers can select their own keywords and create their own ads, recently deployed Google Analytics to better measure its online marketing tactics.

The results were immediate. With the new tool in place, Discount Tire was able to tell which landing pages worked best and which ones tripped up customers, how users entered and exited the site, and where and why they halted a purchase midstream. These data give "us the insight we need to quickly see which step in the online sales process is broken so we can fix it immediately," says Mike Bolland, Discount Tire's e-business supervisor.

관련기사:Search-Ad Behavorial Data Can Lift Sales / AD Age