Table 2
Information that marketers need to know about Web sites, translated into categories.
| WHAT MARKETERS ASK | WHAT MARKETERS MEAN |
|---|---|
| Who visited? | Visitor categories (demographic or behavioral) sorted by visit frequency |
| Where did they come from? | Ad campaigns or inbound hyperlinks sorted by visit frequency |
| What did they do? | Content category, for each visitor category, sorted by page-view frequency |
| How did they use the site? | Traffic patterns, next-click or previous-click from each page, sorted by frequency |
| Why did they leave? | Exit pages, for each visitor category, sorted by visit frequency |
