Closing the Loop with Direct Mailer

Once you collect user data from your Web site, you can analyze your business, and then use the results of that analysis to refine how you target your users. For example, you can identify specific groups of users by running a report, and then exporting the results to a list in List Manager. After you export a list, you can use the Users module in Profiles to update your user profiles. You can then target ads or discounts to those users with a specific profile. For example, you can target ads to female users who visit your site three times a week, and who have purchased three or more products.

You can directly impact your Web site business by using this “closed loop” functionality. The following closed loop example shows how to customize user profile data, and then use Direct Mailer to deliver an advertisement to those users who meet your target criteria. After you analyze your results, you continue the cycle.

Following is an overview of the steps you must perform to close the loop with Direct Mailer.

• Step 1: Generate a List of Users
• Step 2: Collect User Data
• Step 3: Label the Users in Your List
• Step 4: Target Your Users
• Step 5: Analyze the Results

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