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The art of aligning your strategic objectives with the needs within your clickstream is critical to targeting your message and converting those people who are the best fits for your offering.

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Sheena Iyengar is a full professor in the Management Division of the Columbia Business School. I learned of her work in Malcolm Gladwell’s Blink. Iyengar is one of the leading experts on choice, and how choice impacts our decision-making. She is also my new hero.

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Sometimes, when we talk about segmentation, we can get caught up in thinking about it as merely categorization—we’re deciding what labels to put on people into and who belongs where. This is like thinking of segmentation as a kind of filing system.

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Segmentation is immensely valuable. Behavioral targeting of ads is hot because—surprise, surprise—when you give people more relevant messaging and content, you get better results.

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Pre-conversion segmentation offers you a chance to learn far more than what you can learn after conversion because you're dealing with a much larger pool of respondents.

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Why is so much effort put into the pre-click piece and so little effort put into the post-click piece? It's one puzzle after all.

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Small differences in the quality of customers' post-click experiences tend to create big differences in conversion rates.

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Most businesses are well aware of how to market to Generation Xers (those born 1961-1981) mainly because so many people in business today are part of Generation X. But as Gen Xers move into midlife (the oldest are 48, and youngest are 28), we are seeing a dramatic shift in how they view the world and purchase things.

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When your customers feel that they are part of a community, they visit your website more often, provide feedback, and recommend your products and services to people they know. They do so because they now have a significant relationship with your company that surpasses brand awareness; they are now your greatest champions. Why? People want to be a part of something—they want to feel included and important. Changing individual customers into a community isn't simply a matter of semantics; it is a change in your attitude toward the people who frequent your business.

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The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online. Email marketing is a powerful tool that retailers can use to build their brands and increase sales during that crucial period.

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Most companies use a crude approach to gathering vital customer data: Periodic, often annual, surveys that are disconnected in time from the events they are purporting to measure are the norm. We call them the Annual ''Do You Love Us?'' Survey, and it has many pitfalls. One of the biggest mistakes is thinking that measuring customer satisfaction is the goal. Though that is nice to know, what companies need to know is how well they perform in those activities that customers think are important.