- Trevor Paulsen
It is hard to believe that both of these paintings were created by the same artist. At left, Picasso’s The Old Fisherman, displays amazing detail and depth of knowledge about the human figure. At right, Three Musicians, presents amazing contrast and is so simple that it almost seems like anyone could have painted it without any training at all, and yet it is the more well-known of the two. I have often wondered why that is.
Believe it or not, there is a strong tie in here with web analytics. The reason that the second image is more powerful is not because of its surface appearance; it is the depth of knowledge of the artist behind it.
Recently one of our largest media clients asked the Adobe consulting team to help them identify four to five key user market segments using predictive analytics and the data captured by SiteCatalyst. This was an extremely challenging task considering the client has over 80 million unique visitors to their site each month, each with unique behavior and content affinities across many individual visits. It was our task to characterize each individual user, and then find a way to group these users into useful and actionable segments that could be used by the client’s marketing team to hone their efforts.
We started by identifying the SiteCatalyst metrics that were most important to our client’s revenue stream. Most of these metrics centered on video measurement but we also incorporated visit information (length of visit, entry time, entry page, etc.), referrer information (including search keywords), and geographic location. We then created an algorithm that could take all available information from each user and create a series of user profiles to which each individual visitor belongs.
Read the complete post at the Adobe Digital Marketing blog.