How to turn those clicks into customers

PUTTING customers at the heart of a business is nothing new. It's "Marketing 101" that if you give a customer a great experience and relevant products or services, you will create strong advocates.

Understanding the customer used to be extremely time-consuming and inaccurate. A typical market study would involve volunteers filling out a questionnaire (they would usually lie). The questionnaire would be processed and the results available only six months later, when they were probably already irrelevant.

How times have changed. The rapid growth in all things digital has given marketers more access to and potentially more insight into th…