How does one of the world's most highly-trafficked websites, takes a best-of-breed approach to data analytics to fully understand and engage online participants. AOL utilizes clickstream data to create person-centric views of individual visitors and leverages behavioral targeting and predictive analysis techniques to optimize every message across every web interaction for individual visitors, increasing customer loyalty. Senthil describes how AOL links web data to actionable systems (email marketing, site personalization, etc.) to maximize the value of website optimization initiatives and how they mine social network behaviors and interactions to customize offers for increased conversion rates.
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