Publications

By Neil Mason, The ClickZ Network, Oct 2, 2007

Last time, I outlined my belief that what we call "Web analytics" is becoming a more diverse, complex field. What we've traditionally considered Web analytics is the analysis of site behavioral data captured, processed, and reported on by a proprietary system designed to do just that. But as the online channel evolves and becomes more complex, tools that help us understand what's happening must also evolve and become more complex. In some areas, such as in social media, this may mean developing new tools. In other areas, it may mean applying old tools to a new channel.

One area we work in a great deal is the use of data-mining (define) and predictive analytical techniques. I got started in this area about 15 years ago when I used these types of methodologies at ACNielsen to help clients figure out which half of their advertising money they were wasting. I have a book on my shelf published 25 years ago on the use of model-building techniques in marketing. So the techniques are hardly new, but what is relatively new is the systematic use of these techniques in the online marketing space.

http://www.clickz.com/3627164