VP, Client Services at Maxamine, Inc.
18 June 2004 23:58pm
In a fantastic summary of the recently-concluded Santa Barbara eMetrics Summit, Guy Creese notes that #1 on the attendees’ Top-Ten-Nastiest-Problems-to-Solve list is Site Complexity, which includes site segmentation; usability and accessibility analysis, privacy, and benchmarking.
Marketers have spent considerable time and expense analyzing traffic patterns and visitor behaviour and this area of analysis has become quite sophisticated and mature. The results of the "Top Ten" exercise point out that, despite the sophistication and maturity of visitor analysis, questions remain unanswered - meanwhile the volume of web-enabled content is growing an an exponential rate.
According to a report just released by VeriSign, more than 4.7 million new domain names were registered during the first quarter of 2004, bringing the current total to 63 million domains. Over 72 percent of those now resolve to a Web site, up from 55 percent at the height of the dot.com boom in December 2002.
Marketers must now turn their attention to solving the complexibility and usability issue, in order to truly unlock the value of their websites to their organization.
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