We use business intelligence to figure out how to get consumers to a site as well as to determine what information to feed them once they get there. The trick is to consolidate all that we know about the consumer from online and offline data sources and then tag the consumer with a likely persona.

167

Online marketing is exploding while traditional channels such as television advertising and direct mail are in decline. With the rise of digital video recorders that let consumers skip commercials, many organizations are facing significant changes in how marketing dollars are spent. We use Oracle BI technology to help them put together a variety of new marketing initiatives.

99