E-commerce: Measure Post-Click Value to Determine a Web Surfer’s Worth

On the Web, data rules. The trick is to not allow it to rule you. To do that particularly when you’re trying to figure out just what customers, prospects and surfers do when they’re clicking around your site, the key is to measure the post-click value. So said John Marshall, chief executive officer of ClickTracks, a Web analytics software provider, during a session at last week’s DM Days New York conference.