22. Leverage the combination of behavioral information to understand where opportunity exists. Value TRInity segmentation Relationship depth and breadth of the brand relationship Transaction recency, frequency and monetary attributes Influence consumers’ social impact and authority
23. 14 To recognize influence, leverage available tools Tap into their APIs to determine the relative influence potential Email forwarding
24. T: $ R: Access I: Advocacy 15 Individually, any of these segmentation approaches can work, but together, TRInity enables BOTH intelligence AND actionability
51. 42 Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions. Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index. Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions. Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below) Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below) Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below) Loyalty Index (Li) is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″) Subscription Index (Si) is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)