Enterprise Learning

John Larkin

The author contends that smart use of the Internet now can produce fast, measurable results that show up on the bottom line.

Enterprise Learning

The bigger E-opportunity

John LarkinSpectra

B2B may be capturing the headlines, but e-commerce opens up a huge opportunity for consumer marketers that so far has been missed by pundits and practitioners alike. The opportunity: taking the unprecedented tracking afforded by Web measurement technology and applying the learning to the advertiser's core business.

Information tools now hitting the market will enable Web-collected consumer data to be incorporated with overall brand information and provide a more conclusive, comprehensive profile of the 'driver' consumers of a brand. This includes how they actually interact with a variety of media. Not only...

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