Granular distinctions among consumers and brands. That what’s it's all about.
Laura Martin, managing director at Needham & Co., during the OMMA Global event in San Francisco, says
breaking down the online data is not only about observing consumer behaviors but for brand behavior. For example, research as shows the best digital platform for Macy’s happens to be their own
website. But that isn’t the same for Chrysler or other marketers.
When it comes to engagement, Martin notes the longer you can keep women on a site the more valuable they become for the
brand. For men? Save them time. They’ll give you higher marks.