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Let me start by saying: This is not just a “marketing problem.” Though customer acquisition (or audience development, depending on your industry) is typically the marketing department’s domain, this quest is interdisciplinary on the web. The strategies used to increase traffic touch almost everyone in the organization.

It’s possible—and often useful—to assign ownership of the sub-goals to different organizational departments: Marketing can bring in new users and remind them to return, design can increase the length of visits, and engineering and production can speed the site along. Meanwhile, the producer can develop product strategies that influence all these factors.


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