All articles by Gerry Bollman
Seize the Occasion: Usage-Based Segmentation for Internet MarketersMarch 20, 2001 Marketers fail when they segment Web users on demographics alone. Our study of click-stream data reveals seven usage-based segments that correlate to users' online moods and goals. They can be a powerful tool in crafting effective Web strategies.by Horacio D. Rozanski, Gerry Bollman, and Martin Lipman
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