Like dusting powder on fingerprints, new e-marketing tracking tools are out now that make vital information visible. Certain tools and feedback loops can show e-marketers which content customer segments are interested in by disclosing viewing patterns, which are then automatically turned into rich, detailed reports that clearly define customer trends and preferences. Placing value on learning is not an easy thing for companies to do, but it's critical for evaluating the true return on investment of marketing initiatives. A greater understanding of what customers are interested in and the ability to use that information to drive your next communiqué is at the conceptual heart of customer loyalty programs. The difference between today's e-marketing capabilities and old-fashioned offline and online programs is that increasingly intelligent analytics make ongoing b-to-b and b-to-c dialogues actually possible. Accepting this as finally real and valid will open a new perspective on......
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