Comments on: PRIZM Clusters Not as Predictive as Behavior http://www.grokdotcom.com/2007/08/30/prizm-clusters-not-as-predictive-as-behavior/ Marketing blog focused on marketing optimization, improving website conversion rates, search engine marketing, web analytics, word of mouth, etc. Sun, 08 Nov 2009 13:05:29 -0600 http://wordpress.org/?v=2.8.5 hourly 1 By: Jacques Warren http://www.grokdotcom.com/2007/08/30/prizm-clusters-not-as-predictive-as-behavior/comment-page-1/#comment-166675 Jacques Warren Thu, 30 Aug 2007 15:12:17 +0000 http://www.grokdotcom.com/2007/08/30/prizm-clusters-not-as-predictive-as-behavior/#comment-166675 Yes, Jim's post is really important. PRIZM clusters can be very tempting, and they are of course relevant in several situations. They don't seem to be, though, when it comes to the Web. I have found them not to be predictive of behavior, patterns of response being the same across the various clusters (email program and loyalty program cases). "Engagement" is definitely the metric du jour. Some time ago, during his Visual Sciences days, Eric Peterson did some very interesting work about it, but the generel sentiment was that one needed to be on VS to be able to do that complex analysis. Anyone who has analyzed web sites for some time, knows that only a minority of visitors are truly engaged with the company's proposition, and we are definitely in need of better metrics than duration, page views, returning visitors, etc., even segmented to the extreme. An interesting attempt is WebTrends new Engagement Index, which allows the marketer to give value points to certain types of action. I don't know much about yet, though. Yes, Jim’s post is really important. PRIZM clusters can be very tempting, and they are of course relevant in several situations. They don’t seem to be, though, when it comes to the Web. I have found them not to be predictive of behavior, patterns of response being the same across the various clusters (email program and loyalty program cases).

“Engagement” is definitely the metric du jour. Some time ago, during his Visual Sciences days, Eric Peterson did some very interesting work about it, but the generel sentiment was that one needed to be on VS to be able to do that complex analysis.

Anyone who has analyzed web sites for some time, knows that only a minority of visitors are truly engaged with the company’s proposition, and we are definitely in need of better metrics than duration, page views, returning visitors, etc., even segmented to the extreme.

An interesting attempt is WebTrends new Engagement Index, which allows the marketer to give value points to certain types of action. I don’t know much about yet, though.

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