When Is Big Brother Helpful?
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Neil Rosen
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How Web Site Re-engagement Works
- Tracking pixels and cookies are used to give marketers a way to identify customers returning to their sites.
- If "customer A" has merely visited your site, possibly landing on more than one page, and has subsequently left, the customer receives an e-mail that “thanks the person for visiting the Web site” and reminds that customer of current promotions.
- If "customer B" gets as far as the shopping cart before abandoning it, the marketer may send a more focused message, possibly targeting items that were in the abandoned shopping cart with additional information provided at the specific product level.
- Marketers also may create specialized messages for any particular page(s) on the site that a customer visits, with a specialized message for that page or product explaining the product benefits in greater detail.
The goal is to be sure customers get all the information they need to achieve specific goals pertaining to that visit.
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Neil Rosen
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Neil M. Rosen is President and CEO of Fairfield, Conn.-based CertainSource, a B-to-C funnel acquisition management and email retargeting solution provider.
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