Hillstrom's 2011 Almanac ... Sample #2

Here's another sample from the upcoming book "Hillstrom's 2011 Almanac."

May 17

Now that you have the trade area for each store, record the information in your customer database.

Migrate the following segmentation attributes to your web analytics platform:

• Visitors who do not live in a store trade area.
• Visitors who live in one retail store trade area.
• Visitors who live in zip codes that are part of 2+ store trade areas.

Analyze the living daylights out of this.  Customers/visitors who are saturated by retail stores behave different than do customers/visitors who do not live near a retail store.