Five things you didn’t know the internet could do  Opinion piece
by Simon Carbery and Nicholine Hayward.  If you have the right
tools and you know where to look, the internet is a mine of
useful information about your market, your customers, your
reputation and your future. From search engines to social media,
there’s a wealth of intelligence out there.  Now, at last, the
internet and the priceless data it provides is being put to work
to deliver meaningful and measurable performance improvements
across a wide range of business activities...   1. It can help
you get better results from your marketing campaigns  Tapping
into online data can take your marketing to a whole new level of
performance, with more intuitive segmenting, more resonant
creative executions and a more streamlined fulfilment path.   
Ask your team: Do we segment and profile our audience according
to what they want rather than who they are? Do we do it on an
ongoing basis, to keep pace with market dynamics and trends? And
do we test our cre