About this paper
As the economy pulls out of its multi-year slump, the online channel remains a persistent bright spot. With e-commerce sales consistently rising, retailers stand to benefit from growth in this channel in a big way. How can companies reap the full potential of their Web channels in the context of the total marketing strategy? How can they fully exploit the power of the Web to build the brand, to contribute to overall corporate marketing programs — not just add incremental sales as an adjunct channel? How can you move beyond click-stream tracking and counts of page hits to deliver truly meaningful and useful insights? An entire field of Web analytics has emerged to sort out the answers. This was the topic of a webcast hosted by SAS and the American Marketing Association, bringing thought leaders together to discuss challenges and best practices in the industry.
Sobre o SAS
SAS é o líder de mercado em Analytics. Por meio de soluções analíticas inovadoras, voltadas para a inteligência do negócio e gerenciamento de dados, a companhia ajuda seus clientes em mais de 75.000 localidades a tomarem decisões de forma rápida e assertiva. Desde 1976, o SAS fornece aos clientes ao redor do mundo THE POWER TO KNOW® (O Poder do Conhecimento).