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Measuring relationships
Newfangled Web 2.0 concepts like `engagement' mean marketers must rethink existing analytics platforms and approaches

BtoB Magazine
Richard Karpinski

With all the excitement about the emergence of Web 2.0—video, podcasts, RSS, AJAX, Flash, social media and more—the real story for b-to-b marketers isn't the flashy new content and interfaces those technologies enable. Rather, it's the fact that Web 2.0 enables companies to have much deeper and long-lasting relationships with their customers—relationships that can be quantified, measured and optimized like never before. Full Story >>

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