Industry Eye: Prospecting - Z Gallerie, Beachbikes.com, Harrods

"We hit fewer people but got a better ROI per the amount of people visiting — more people were buying at a higher percentage," Gyger says.

This approach effectively segments Beachbikes.com's customers by region, Gyger explains. When people key in "beach cruiser," for instance, "we pretty much know that term 'lives' in certain regions and ZIP codes."