Understanding your customer is a critical component of any successful marketing effort.  But how do you understand a customer in an online environment?  Web analytics do a great job of quantifying the big picture of visitors and their activity, but often don’t provide much insight into how unique groups of users are interacting with your site.  What does each customer group want?  How are they trying to achieve their goals?  These questions can be difficult to answer when relying on analytics data alone. More...