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ACM Special Interest Group on Knowledge
Discovery & Data Mining
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KDD-2000
Sixth ACM SIGKDD International Conference on
Knowledge Discovery & Data Mining
August 20-23, 2000
Boston, MA, USA
E-metrics:
Tomorrow's Business Metrics Today
Matt Cutler
Co-founder
& Chief E-Business Intelligence Officer,
NetGenesis
Abstract
Brick and mortar
companies use well-understood, well-defined metrics to describe business
performance and understand success. While e-business shares many principles
with the offline world, Web sites require a fundamentally new approach and
perspective to business analytics. Today, while many e-businesses are
struggling with the concept of hits versus page views for measuring success,
many forward thinking sites have begun to adopt new, Web-centric business
metrics. These sites are now drilling deeper into customer interests and
segments to track individual behaviors and clickstream patterns for more
effective targeted marketing campaigns. With this increased customer
knowledge, e-businesses are able to improve customer retention, build a more
loyal customer base, and increase ROI.
Attend this lively
session to discuss topics like:
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The key
differences between 'stickiness' and 'slipperiness'
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Specific action
items based on your sites 'Personalization Index'
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How user
retention can be improved through your 'Freshness Factor'
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And more!
Biography
Matt Cutler co-founded
NetGenesis in January of 1994 and serves as Chief E-Business Intelligence
Officer. He is responsible for leading NetGenesis' marketplace education and
standards development efforts. A frequent contributing writer and speaker at
major Internet industry tradeshows and conferences, Mr. Cutler's commentary
has appeared in the Wall Street Journal, CNN, USA Today, Investors Business
Daily, National Public Radio, and numerous other media outlets. From June 1995
to December 1997, he also served as Chairman of the Webmasters' Guild (now a
part of the Association for Internet Professionals), the world's first
professional association of Webmasters. Mr. Cutler holds a B.S. in
Mechanical Engineering with honors from the Massachusetts Institute of
Technology.
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