Establishing an online dialogue instead of having a monologue with online prospects is more and more linked to the right communication, at the right moment and to the right audience. The key element in this is measurement. What is the right message, when is the right moment and do I address the right audience.

Ideally, for the measurement netmining combines the more traditional click-stream analysis approach (number of pages viewed, time spent on site etc) not just with information gained from our backend systems (number of sales or leads, service calls etc) but also with our understanding of the customer experience (surveys, user testing etc).